This is how SjÖgren’s SjÖuts!

"The future of Sjögren's is not someday. It is happening right now." – Sjögren's Foundation

Challenge

For 93 years, Sjögren's disease has been misunderstood and reduced to "just dryness."

A complex systemic autoimmune condition has been flattened into a surface symptom.

In reality, Sjögren's behaves in ways that defy neat clinical framing. It shifts, mutates, and manifests differently in every patient, leaving both patients and HCPs trying to make sense of something that refuses to stay still.

Insight

No two patients experience Sjögren's the same way, yet it is often approached as if they do.

Its symptoms distort and rearrange themselves from person to person, creating a lived experience that feels fragmented and almost surreal. The disease is difficult to fully grasp, and that very elusiveness is what widens the gap between what patients endure and what clinicians perceive.

To close that gap, understanding alone was not enough. HCPs needed to feel the disorientation.

Solution

We turned to surrealism, an art movement built to visualize the irrational, the shifting, and the impossible to fully comprehend.

We made Sjögren's feel as unstable and otherworldly as it feels for patients, capturing the chaos in a single image. By using dry mouth as a window, we reveal what is going on in the rest of the body. There is a roiling, systemic disease underneath the dryness, triggering an impulse and desire to do whatever you can to alleviate it.

There was no room for misunderstanding anymore, this is how Sjögren’s Sjöuts!

Launch

We wanted to immerse HCPs in this surrealist world of Sjögren’s disease and found a perfect home for that goal at ACR 2025. This immersion was not limited to just the booth either. Our campaign showed up across the conference in many different ways, from elevators to table clings to a giant sign outside of the Wintrust Center. We made sure our message was literally shouting everywhere attendees went.