Ogilvy Shanghai awarded Gold in Cannes Pharma Lions for Viatris ‘Viagra Blue Brands’ campaign

June 23 2026, 3:33 am | BY Adam Shaw | No Comments

Ogilvy Shanghai has been awarded a Gold Lion in Pharma Lions for Viatris ‘Viagra Blue Brands’ campaign.

 

In the Pharma Lions, which celebrate creative communications for pharmaceutical clients and services with work that brings science and innovation to life, 236 entries were received and 7 Lions awarded: 1 Gold, 2 Silver, 3 Bronze. The Grand Prix was presented to ‘Relax Your Tight End’, for Novartis, by Fallon, Minneapolis. The work leveraged a private health taboo – prostate cancer screening – and transformed it into a powerful public entertainment Super Bowl spot. ​
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Pharma Lions Jury President, Tracey Brader, Chief Strategy and Innovation Officer, Omnicom Health, said: “What makes work Grand Prix? When the whole is more than the sum of great individual parts. And this work ticked all the boxes. Based on a relatable human truth. Appropriate to the audience. Deploying celebrity authentically. Integrated from the Super Bowl to Social to PR. Bold. Humorous. All while addressing a genuine issue.”

 

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