Description
2025 - Clio Awards - Grand Winner
2025 - Clio Awards - Gold Winner
2025 - Clio Awards - Bronze Winner x 2
In China, where pharmaceutical advertising is strictly regulated and sex remains a sensitive topic, promoting Viagra required a delicate yet compelling approach. So we turned intimacy into art—a medium that transcends restrictions while sparking conversation. Viagra collaborated with a renowned artist, and invited three real couples to reflect on their experiences with fading passion and intimacy challenges. Through candid conversations, they confronted the reality of how long it had been since they last connected. Then, left alone with a camera, their moments of closeness enhanced by Viagra were captured through time-lapse photography—turning fleeting interactions into long lasting expressions of love. A week later, the couples were invited to a private gallery to view their photography, reliving their emotions through art. Their stories and photographs were then released online on Chinese Valentine’s Day, driving organic discussions about intimacy while staying fully compliant with advertising regulations. By leveraging art, real human stories, and cultural sensitivity, Viagra didn’t just sell performance—it rekindled desire in a way that felt authentic, emotional, and memorable.
This professional campaign titled 'Make Love Last' was published in China in May, 2025. It was created for the brand: Viatris, by ad agency: Ogilvy Shanghai. This Film medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted 7 months ago.
Credits
Agency: Ogilvy Shanghai, Shanghai
Agency Network: Ogilvy, New York
Holding Company: WPP, London
Production Company: Boxcutter Limited, Auckland
Chief Creative Officer: Liz Taylor, Ogilvy
Chief Creative Officer: Reed Collins, Ogilvy Asia Pacific
Group Executive Creative Director: Wei Fei, Ogilvy Shanghai
Creative Director: Jimmy Wang, Ogilvy Shanghai
Creative Group Head: Eve Liu, Ogilvy Shanghai
Associate Creative Director: Tongfei Li, Ogilvy Shanghai
Senior Art Director: Jaye Wu, Ogilvy Shanghai
Chief Strategy Officer: Cynthia Zhu, Ogilvy Shanghai
Vice President: Franie Zhang, Ogilvy Shanghai
Business Director: Jadie Gu, Ogilvy Shanghai
Strategy Director: Celine Wu, Ogilvy Shanghai
Senior Strategist: Serena Li, Ogilvy Shanghai
Senior Account Director: Selene Liu, Ogilvy Shanghai
Senior Account Manager: Kaim Yang, Ogilvy Shanghai
TV Producer: Chris Lu, Ogilvy Shanghai
Print Producer: Kelly Yang, Ogilvy Shanghai
Executive Producer: Star Hu, Shooting Gallery Asia
Executive Producer: Mia Fang, Shooting Gallery Asia
Producer: Michael Kan, Shooting Gallery Asia
Producer: YingDong Ding, Shooting Gallery Asia
Executive Producer Assistant: Anson Lynn, Shooting Gallery Asia
Photographer: Lavender Chang
Director: Ningning Zhou, Studio
Director of Photographer: Ice Xi
Gaffer: Xiao Xiao
Art Director: MengYue Ping
Art Director: ODe Liu
Offline: XingChen Li
Grading: WenLong Shi
Grading: Jian Wang, Coldrice
Music Composition: Guan Zhe Guo, Mixstudio
Post Producer: Yang Huan Xiang, HOLYSHIT
Compositor: Keith Yan, HOLYSHIT
