Best Novartis Campaigns of All Time
Novartis operates in the difficult territory where clinical data meets human desperation - a brief that most pharmaceutical marketers solve with stock footage of retirees on bicycles. Their better work skips the bicycles entirely and focuses on the specific, unvarnished experience of living inside a diagnosis. It is a reminder that a fact with a face attached to it is a different thing entirely. Browse the work below.
3 campaigns
Cherries
2025To overcome deep-seated cultural taboos preventing breast cancer screenings, Novartis re-recorded a legendary Slovak song about 'untouchable cherries' with survivors, transforming the lyrics into a powerful, life-saving invitation for women to allow a mammogram to touch their breasts.
Novartis · Kreativna Dvojica, Bratislava
Relax Your Tight End
2025Novartis used a humorous double entendre featuring NFL tight ends to destigmatize prostate cancer screenings, transforming the anxiety of a medical procedure into a relatable conversation about health by leveraging the physical relaxation of elite athletes.
Novartis · Fallon
Your Attention, Please
2025By juxtaposing the hyper-sexualized cultural obsession with breasts against the neglect of breast health, Novartis used a provocative bait - and - switch montage to shock women into prioritizing life - saving screenings during the most - watched television event of the year.
Novartis · Merkley + Partners New York