One Body
Campaign
Client
Eli Lilly and Company
Year
2024
Lilly partnered with Team USA to launch a new message in honor of the commencement of the Olympic and Paralympic Games 2024, challenging people to “fight like hell” for their health.
There’s a parallel between the odds stacked against athletes qualifying for the Olympics and Lilly’s own work developing treatments and medications for various disease states like Alzheimer’s disease and diabetes. Both involve refusing to accept the odds and choosing to keep fighting against them.
“You only get one body. Fight like hell for it.”
The design of this campaign features a striking combination of Lilly Red, bold headline typography, and athlete cutout photography to convey the confidence and humanity of the message, as well as the beauty of the human body and movement. These cutouts showcase individual athletes, and when combined, they celebrate a diverse representation of body types and dynamic actions.
Press
Adweek
Agency
Wieden+Kennedy
Creative Direction
Pierre Jouffray, Derek Szynal
Copywriting
Dylan Lee
Art Direction
Nathan Nowinowski
Design Direction
Katie McHugh, Christin Spagnoli
Design Production
Michael Frediani
Design
Reena Chai, Macy Eiesland
Motion
Jeff Ackley, Neil Hilken, Chang Xu, Wen Tsai
Retouching
Greg Radich, Amy Ellars, Shay Platz, Frances Brown, Frazer Goodbody
Studio Production
Vicki Liu