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Doing Viagra is hard. In Canada, regulations state that pharmaceutical companies cannot overtly advertise the intended benefits of their products. When Pfizer asked us to advertise Viagra, we had to figure out how to remind people of what it can lead to...without telling them what it actually does.
Cannes Gold Lion, One Show Gold Pencils, LIAA Golds, Clio Gold and Silver, 4 Gold Canadian Marketing Awards + Best of Show, 2 Gold Bessies + Best in Show, 4 ACD Cubes, 1 Andy and D&AD.
The real challenge of the print campaign was finding stock images that were terrible enough.
The Campaign had a lasting affect on Canadians. (Maclean's Magazine)
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