See Migraine in a New Light

Agency: Ogilvy Denmark


Migraine is the world’s second most disabling disease, affecting over 1.3 billion people. Yet many people see it as just a bad headache.

Ogilvy collaborated with Lundbeck on a huge head-shaped installation on Copenhagen's largest public square that allowed the public to interact with and better comprehend the debilitating pain of people with migraine, bringing the condition out of textbooks and into real life.

Inside the head was a bespoke plasma ball that flickered with electricity, reflecting the way sufferers often describe pain shooting around their own heads. As passers-by touched it, they felt the negative energy drawn to their hand, creating a powerful moment of connection.

The campaign resonated strongly with those affected by migraine – both sufferers and their relatives – who felt seen and acknowledged in a way they had never been before.

This professional campaign titled 'See Migraine in a New Light' was published in Denmark in February, 2024. It was created for the brand: Lundbeck, by ad agency: Ogilvy Denmark. This campaign is related to the Health and Pharmaceutical industries and contains 1 media asset. It was submitted about 2 months ago.


Advertising Agency: Ogilvy, Copenhagen, Denmark
Production Company (Film): Townhouse, Copenhagen, Denmark
Production Company (Design): Playground Marketing, Århus, Denmark

Creative Director: Camilla Ploug
Creative Director: Katrine Jo Madsen
Creative Lead: Irene Schwarz-Minaar
Creative Lead: James Edwards
Junior Art Director: Maria Tangsgaard
Senior Art Director: Jacob Matthiesen
Junior Art Director: Christina Engmann
Copywriter: Laila Lundgaard
Copywriter: Daniel Norith-Bodilsen
Final Art: Jesper Jensen
Account Director: Louise Weezel
Senior Project Manager: Dorte Bjerregaard
Senior Project Manager: Birgitte Andersen
Client Director: Thomas Crowther
Client Director: Morten Frederiksen
DOP: Thorbjørn Fessel
Production Design: Morten Fryland


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