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Novo Nordisk

Type 2 Hope

Most pharma advertising is bad. Beyond being over-tested and over-lawyered, you have to include safety information. But we found a way around all that: by not mentioning any drugs at all. So to inject trust into the leaders of the GLP-1 category, we told the inspiring stories of real Ozempic patients (without mentioning Ozempic). The films live on Ozempic’s website and YouTube, giving the brand an emotional North Star (hope). And the company who makes Ozempic, Novo Nordisk, some much-needed awareness, too.​

In our first film, an award-winning chef is diagnosed with type 2 diabetes, almost ending his career. But rather than put his apron down, he completely changes his approach to cooking. And life. 

In our second film, a soldier returns home only to find another war brewing inside his body: type 2 diabetes. But rather than letting it win, he finds love and becomes a country music star. 

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