Novartis is a giant in the pharmaceutical world and not unexpectedly, quite conservative. At the end of a long boring meeting we pitched something a little more fun. We chose one of their more unique products and sold in this simple, little print campaign which they full-heartedly embraced and even ended up running on billboards.

The campaign did extremely well in market and on the awards circuit, picking up 6 medals at the Art Director’s Show. It was also featured in Lürzer's Archive and several other Canadian award shows.