Viatris has won the Grand Prix in the Pharma category at Cannes Lions 2025 for the Make Love Last campaign for Viagra, created by Ogilvy Shanghai.
In China, where pharmaceutical advertising is tightly regulated and open conversations about sexual intimacy remain taboo, Viatris found a way to communicate the promise of Viagra without making direct product claims.
The brand partnered with three real couples who shared personal stories about intimacy challenges in their relationships. Their private moments were captured over four hours – the length of time that Viagra is effective for – using long-exposure photography, transforming movement into abstract trails of light that visually represented lasting intimacy.
The work launched on Chinese Valentine’s Day in May 2024, with content distributed via social media platforms and influencer partnerships.
