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 in an effort 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 as well as in paid media, where they encourage people to learn about a “treatment option.” Giving the Ozempic brand an emotional North Star (hope). And the company who makes Ozempic, Novo Nordisk, some much-needed awareness, too.

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Agency: Direct-to-Client  //  Director: Gabriela Cowperthwaite