Immunity Bio | Anktiva | You Want a Piece of Me? | Campaign

Bladder cancer is one of the most recurrent cancers, and for patients with BCG-unresponsive non-muscle invasive bladder cancer with carcinoma in situ, the treatment conversation can become especially serious, complex, and emotionally loaded. ImmunityBio needed a campaign for Anktiva® + BCG that could meet that moment with clinical credibility, but also with the urgency and fight patients and physicians feel when cancer pushes back.
“You Want a Piece of Me?” was created to do exactly that.

Rather than approach the brand with expected oncology restraint, the campaign gave Anktiva a voice with built-in fight. The concept turns a serious treatment moment into a rallying cry, transforming complex immunotherapy science into an attitude that is direct, memorable, and unmistakably human. The line works on multiple levels: it nods to the intravesical nature of treatment, the tumor-directed fight, and the emotional defiance of patients who are not done fighting.

Visually, the campaign breaks from the sea of sameness often seen in oncology. High-contrast design, bold typography, gritty textures, and an in-your-face composition create a sense of confrontation and momentum. The work feels aggressive without being reckless, emotional without being sentimental, and scientifically grounded without feeling like a mechanism-of-action lecture. It gives the brand swagger while staying rooted in the seriousness of the disease state.

Across print, digital, trade show, video, sales training, and experiential tactics, the campaign created a cohesive world for Anktiva. Every touchpoint carried the same fighting spirit while adapting to the needs of each channel, from HCP education to congress engagement to rep enablement. The result was not just a campaign look, but a campaign system: one that could flex, scale, and keep delivering the brand’s message with consistency and impact.
“You Want a Piece of Me?” gave Anktiva more than awareness. It gave the brand a posture. A pulse. A point of view. In a category where the work often whispers, this campaign stepped forward, squared up, and made the fight impossible to ignore.