ASTRAZENECA

THE BRIEF

THE STORY.

Our partnership with AstraZeneca has been centred on educational awareness campaigns across two distinct divisions: their Asthma portfolio and the long-acting monoclonal antibody treatments that provide an additional shield of protection for immunocompromised individuals in the post-COVID landscape. Working within the pharmaceutical sector introduces a layer of complexity that most consumer campaigns never encounter. Every word, every visual and every implied claim must pass through rigorous medical, legal and regulatory review before it reaches the public. Our sole purpose was to drive awareness of alternative treatment pathways across these two divisions without capitalising on or directly promoting any specific products — a distinction that sounds simple on paper but demands careful creative navigation at every stage. This led to significant challenges around wording, product placement and even the scenarios depicted on screen. We could not show branded packaging, could not make efficacy claims and had to ensure all messaging directed audiences to consult their healthcare providers rather than self-diagnose. As an agency, we conceptualised multiple campaign directions for both divisions and presented them alongside detailed compliance annotations so that AstraZeneca's internal review teams could assess creative intent before production began. Once approved, we executed through lifestyle video content and photography that placed real patients and relatable everyday moments at the centre of the narrative. The goal was to make the content feel warm, human and accessible — not clinical — so that it resonated with target audiences who may have been unaware that alternative treatment options existed. The campaigns encouraged viewers to start conversations with their doctors, positioning AstraZeneca as a trusted source of patient education rather than a product advertiser. Navigating this balance between creativity and compliance remains one of the most rewarding challenges our team has taken on.