Ogilvy Shanghai’s ‘Make Love Last’ scores Grand Prix for Cinematography in Cannes Pharma Lions
Tonight, Ogilvy Shanghai has been awarded the Pharma Lions Grand Prix in at the Cannes Lions Festival of Creativity, for Viatris “Make Love Last – Bedroom”. The film won the Grand Prix in the Film Craft: Cinematography category.
The campaign launched in China, where pharmaceutical advertising is strictly regulated and sex remains a sensitive topic. To navigate these challenges, Ogilvy Shanghai transformed intimacy into art — a medium that transcends restrictions and sparks conversation. Viagra collaborated with a renowned artist, and invited three real couples to reflect on their experiences with fading passion and intimacy challenges.
The production was handled by Personal Studio and Shooting Gallery Asia. The cinematographer was Ice Xi, direction by Ningning Zhou and photography by Lavender Chang.
In the Pharma category, which celebrate creative communications for pharmaceutical clients and services with work that brings science and innovation to life, there were 8 other Lions awarded – 1 Gold, 3 Silver and 4 Bronze Lions have been awarded.
Pharma Lions Jury President Franklin Williams, Executive VP, Executive Experience Director, AREA 23, an IPG Health company, USA, commented: “This piece stood out by saying everything without needing to say a word. Its long-exposure technique delivered intimacy and product benefit with breathtaking subtlety, turning regulation into creative opportunity. Beautifully crafted and emotionally resonant, it made a pharmaceutical brand feel deeply human. For me, it was a bold yet quiet masterclass in storytelling and an unforgettable example of how craft can carry meaning.”
Special Awards also awarded:
Healthcare Network of the Year
1. FCB Health
2. Real Chemistry
3. Ogilvy Health
Healthcare Agency of the Year
1. AREA 23, An IPG Health Company, New York, USA
2. 21Grams
3. Ogilvy Health