We are talking to doctors specialising in treating hypertension, worldwide. Novartis’ flagship hypertension treatments have been established for over a decade, but doctors needed to be made aware of the recent data revealing the effectiveness of Exforge in the real world, not just clinical trials.

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Many creative executions in the blood pressure category lean on obvious visual metaphors to describe treatments. Novartis’ hypertension portfolio had been taking this very approach for decades.

The colourful, comic visuals allowed us to break out of this style and instead create a press ad with bags of character, colour and a chaos that draws the viewer in to look for more detail. Shot over just three days, using models, a handful of children and a dog, the visuals gave the portfolio a completely new and differentiated look, helping it stand out in press, online and at events.