Doctors specialising in treating hypertension, worldwide

UK regulations state no direct link to products or medical treatments in unbranded communications.

The standard creative execution for the blood pressure category uses visual metaphors to describe treatments. The Novartis hypertension portfolio had been taking this very approach for decades. Doctors have become blind to this tactic, and this implementation was only adding to the noise of a saturated market.

We reframed the problem, and developed a refreshing humorous campaign that focuses on patient benefits. A creative attention grabbing campaign that stands out from the noise.