Lilly wanted a campaign that would familiarize physicians with their portfolio of diabetes products, emphasizing the ease with which patients can transition from one medication in the portfolio to the next.
After leafing through zillions of pharmaceutical trade magazines (a sea of stock imagery) we knew we needed to deliver something fresh that would stand out to physicians and patients alike. We decided to use visual metaphors to communicate simple ideas, and we hired the talented Rami Niemi to create the illustrations.
We color-coded the ads based on the existing palettes of the products which gave each product its own recognizable color scheme.
Chief Creative Officer