ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
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Category
Cinematography
Annual ID
OA25_MIS011M
Background
Pharma DTC advertising is banned in China, and sex is taboo. The challenge: speak about intimacy without directly promoting Viagra or it’s benefits for ED.
Couples were interviewed about personal stories of intimacy, then their intimacy captured through long-exposure film technique, intentionally used to avoid strict censorship and being flagged online. The brand's iconic visual assets like the 'blue diamond' were also subtly incorporated.
The content was distributed through social channels and as part of an exhibition on and around Valentine's Day in China, igniting public discourse. The legal, tasteful campaign turned regulation into art, redefining intimacy and healthcare. It sparked conversations and improved brand perception.
Couples were interviewed about personal stories of intimacy, then their intimacy captured through long-exposure film technique, intentionally used to avoid strict censorship and being flagged online. The brand's iconic visual assets like the 'blue diamond' were also subtly incorporated.
The content was distributed through social channels and as part of an exhibition on and around Valentine's Day in China, igniting public discourse. The legal, tasteful campaign turned regulation into art, redefining intimacy and healthcare. It sparked conversations and improved brand perception.
Creative Idea
MAKE LOVE LAST turned a medical claim into a visual metaphor. Viagra’s promise wasn’t shouted—it was shown. Through long-exposure photography techniques, time itself became the medium.
We gave three couples four uninterrupted hours, one small blue diamond and one film camera. The result? Images where you don’t “see” sex—but feel connection. The movement of bodies became trails of light. Intimacy became art.
The idea didn’t just transcend regulation; it redefined the language of healthcare marketing. No product. No features. Just the raw, poetic truth of how love looks when you let time breathe. This was work that was unbranded but unforgettable. It earned attention not through volume, but through vulnerability.
We gave three couples four uninterrupted hours, one small blue diamond and one film camera. The result? Images where you don’t “see” sex—but feel connection. The movement of bodies became trails of light. Intimacy became art.
The idea didn’t just transcend regulation; it redefined the language of healthcare marketing. No product. No features. Just the raw, poetic truth of how love looks when you let time breathe. This was work that was unbranded but unforgettable. It earned attention not through volume, but through vulnerability.
Insights & Strategy
We started with a behavioral truth: for many couples, intimacy doesn’t disappear—it drifts. And no one talks about it. Especially in China, where discussing sex is taboo, and advertising medicine DTC is illegal.
Instead of chasing awareness, we pursued relevance. The strategy: reframe Viagra's promise of "lasting intimacy" as a cultural reflection, not a product claim. Use art to express what words can’t legally say.
We used real stories—not actors. Authentic moments - not staged scenes. The strategy allowed Viatris to engage emotionally, legally, and culturally, making them part of a larger conversation about love, not just performance.
Instead of chasing awareness, we pursued relevance. The strategy: reframe Viagra's promise of "lasting intimacy" as a cultural reflection, not a product claim. Use art to express what words can’t legally say.
We used real stories—not actors. Authentic moments - not staged scenes. The strategy allowed Viatris to engage emotionally, legally, and culturally, making them part of a larger conversation about love, not just performance.
Execution
The execution hinged on a delicate balance: capturing intimacy while avoiding censorship. Three couples were interviewed, sharing vulnerable stories about their relationships. Their four-hour moments were then immortalized using long-exposure film, a technique specifically chosen to circumvent online flagging. All content was unbranded, only subtly incorporating Viagra's iconic brand assets, like the 'blue diamond', to create a visual connection without explicitly advertising.
On May 20th (520) 2024, these powerful portraits and excerpts from the intimacy interviews were strategically released across social media platforms popular with the target audience. The campaign was further amplified through partnerships with relevant influencers and key media outlets, sparking a national conversation and proving that emotional resonance can overcome legal restrictions.
On May 20th (520) 2024, these powerful portraits and excerpts from the intimacy interviews were strategically released across social media platforms popular with the target audience. The campaign was further amplified through partnerships with relevant influencers and key media outlets, sparking a national conversation and proving that emotional resonance can overcome legal restrictions.
Results
The campaign reached 350 million impressions, triggered 1.89 million organic conversations, and drove 85.8 million video views—despite making no product claims.
It improved brand favorability and relevance in post-campaign surveys among target patients and their partners. More importantly, it created cultural resonance: Chinese audiences praised the work as “beautiful,” “moving,” and “brave.”
In a legally restricted category, we achieved what conventional advertising couldn’t: emotional permission. The campaign sparked new media coverage, medical community discussion, and future interest in expanding the format as a recurring 520 art series.
In the end, MAKE LOVE LAST proved that creativity doesn’t just break rules—it rewrites them.
It improved brand favorability and relevance in post-campaign surveys among target patients and their partners. More importantly, it created cultural resonance: Chinese audiences praised the work as “beautiful,” “moving,” and “brave.”
In a legally restricted category, we achieved what conventional advertising couldn’t: emotional permission. The campaign sparked new media coverage, medical community discussion, and future interest in expanding the format as a recurring 520 art series.
In the end, MAKE LOVE LAST proved that creativity doesn’t just break rules—it rewrites them.
2025 Awards
Total Points: 2
Merit Award
Credits
Agency
Ogilvy Shanghai / Shanghai
Production Company
Boxcutter LImited / Auckland
Post Production Company
Shooting Gallery Asia / Shanghai
Art Director
MengYue Ping
ODe Liu
Associate Creative Director
Tongfei Li
Chief Creative Officer
Reed Collins
Chief Strategy Officer
Cynthia Zhu
Creative Director
Jimmy Wang
Film Director
Ningning Zhou
Global Chief Creative Officer
Liz Taylor
Producer
Michael Kan
YingDong Ding
Strategy Director
Celine Wu
Group Executive Creative Director
Wei Fei
Senior Art Director
Jaye Wu
Senior Strategist
Serena Li
Business Director
Jadie Gu
Compositor
Keith Yan
Creative Group Head
Eve Liu
Director of Photographer
Ice Xi
Executive Producer Assistant
Anson Lynn
Gaffer
Xiao Xiao
Grading
Jian Wang
WenLong Shi
Music Composition
Guanzhe Guo
Offline
XingChen Li
Post Producer
Yang Huan Xiang
Potographer
Lavender Chang
Print producer
Kelly Yang
Senior Account Director
Selene Liu
Senior Account Manager
Kaim Yang
TV PRODUCER
Chris Lu
Vice President
Franie Zhang
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