Telling Uplifting Stories


While Viagra had been approved for sale in the USA, Health Canada was dragging its feet, requiring more testing. We were tasked with keeping the product top of mind while consumers awaited approval.

Client Type

  • Pharmaceutical
  • Health


  • Strategy
  • OOH
  • Print Design
Viagra pill thumb


In Canada, it is illegal to advertise drugs that have yet to be approved. We found a start-up about to launch a home delivery medication service which superseded this Health Canada regulation. It gave us the unique opportunity to explain that Viagra was on its way, and advertise a new service that gave patients the privacy they so desired.


Back-to-back billboards: “Coming Soon” as you drive into the city, “Come Again” on your way home. Upon request, we agreed to temporarily take down the billboards while Advertising Standards Canada could “evaluate” the creative to see if it was within public sensibility.

Viagra Billboard comingsoon
Viagra Billboard comingagain

the result

A photograph of the billboard ended up on front page stories in all major newspapers across the country on the first day of posting. Viagra became top of mind again.