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 12 medals at the Art Director’s Show. It was also featured in Lürzer's Archive and several other Canadian award shows.