Finalist
The day Nottingham changed the world's medicine cabinet
Summary of work
With the recent collective losses of the UK-based pharma industry, parched pipelines and plummeting productivity, the need for positive pharma news has never been greater. The industry’s role in developing drugs like ibuprofen has transformed lives. Abbott became licensees of Brufen, the original ibuprofen Rx brand in 2001.
The 50th anniversary of discovery provided Abbott with an opportunity to reinforce its position as healthcare partner and guardian of a UK medical innovation representing our industry at its best. Ibuprofen inventor, Dr Stewart Adams, fronted a celebration reaching from Nottingham to the mountains of Pakistan.
Judges’ comments
It was a great campaign with some very creative elements and really impressive outcomes. In breathing new life into a conventional product, some elements were brilliantly done.
