{"id":409,"date":"2026-08-28T16:49:21","date_gmt":"2026-08-28T14:49:21","guid":{"rendered":"https:\/\/fwilliander.se\/portfolio\/?post_type=dm_project&p=409"},"modified":"2026-08-28T16:50:16","modified_gmt":"2026-08-28T14:50:16","slug":"novartis-relax-your-tight-end","status":"publish","type":"dm_project","link":"https:\/\/fwilliander.se\/portfolio\/project\/novartis-relax-your-tight-end\/","title":{"rendered":"Novartis – Relax Your Tight End"},"content":{"rendered":"

The idea<\/h3>\n

For Super Bowl LX in 2026, Novartis used a collection of unusually relaxed NFL tight ends to explain that prostate-cancer screening can begin with a PSA blood test. A lot of men avoid screening because they assume it begins with a finger. Cue pools, yoga, horse grooming and Enya. Subtle? No. Memorable? Very.<\/p>\n

My bit<\/h3>\n

I worked on the early project as Head of Creative Technology on the Publicis Groupe team, helping to guide the early pre-production.<\/p>\n

Did it work?<\/h3>\n

Award case materials reported a 367% increase in PSA-related Google searches and 9.8 times as many PSA tests added to online carts. Those are entrant-reported campaign results; they do not tell us how many screenings were ultimately completed.<\/p>\n

Shiny things<\/h3>\n

The campaign received the 2026 Cannes Lions Pharma Grand Prix, a Cannes Pharma Silver Lion and the 2026 Clio Health Grand Award. Again: campaign recognition, not a claim that my name appears on those recipient lists.<\/p>\n

Elsewhere on the internet<\/h3>\n

Official launch<\/a> \u00b7 Campaign site<\/a> \u00b7 Fallon case study<\/a> \u00b7 Clio Health<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Fallon \/ Publicis Groupe \u2014 Novartis
\nCampaign awards: Cannes Lions Pharma: Grand Prix, 1x Silver | Clio Health: 1x Grand<\/p>\n","protected":false},"featured_media":410,"template":"","roles":[12,3],"_links":{"self":[{"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/projects\/409"}],"collection":[{"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/projects"}],"about":[{"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/types\/dm_project"}],"version-history":[{"count":1,"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/projects\/409\/revisions"}],"predecessor-version":[{"id":414,"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/projects\/409\/revisions\/414"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/media\/410"}],"wp:attachment":[{"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/media?parent=409"}],"wp:term":[{"taxonomy":"Types","embeddable":true,"href":"https:\/\/fwilliander.se\/portfolio\/wp-json\/wp\/v2\/roles?post=409"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}