A campaign to communicate the benefits of biomarkers used in therapy monitoring of osteoporosis patients. Sounds complicated. But it wasn't. Thanks to Monica Horcicova. The Czech artist created a sculpture made of bones (using 3D printing), there was a roadshow, lots of content and marketing material based on a shooting. The sculpture "Homo Bulla Est" is a reflection on the cycle of human transience and has not only inspired me. Thank you Monica for the great conversations.