Novo Nordisk’s existing campaign had reached market saturation and needed a new approach to forging a unique path. This approach would also require careful market activation to ensure separation from social media buzz that was thriving organically and encouraging off-label use.​

GSW defined the campaign and activation strategy and facilitated many working sessions to ensure necessary nuances were accounted for. The team rallied around unique solution-oriented ways of refreshing and evolving the campaign.​

The approach, while seemingly straightforward, involved multiple rounds of ASC negotiations and collaborations. It was critical that the campaign evolution resonate with varying patient types and languages and work within a complex ecosystem spanning radio, out of home, digital and paid media including broadcast TV that launched Super Bowl 2023.​

The multi-month process, which included filming out of the country to ensure weather appropriateness, ended in delivering a memorable campaign that resonated with test consumers, unified the internal team, and delivered on a flexible activation approach that could grow alongside future campaign extensions. ​