Although carrying the same base brand name, Nexium and Nexium 24HR, are actually competitors and pharmaceutically designed differently. As Nexium 24HR's over-the-counter launch date became more of a reality, our client needed to ensure consumers continued to ask their doctor for the stronger and more fast-acting prescription Nexium. Needing to stand out in an ever-growing and extremely competitive industry, we set the bar with a powerful message and a partnership with a world class Swedish director. The result: 7 long, fun-filled days, a slew of new international friends, and 2 beautiful spots.