This is one of the first Pharma/Healthcare campaigns I ever worked on. Due to many non-disclosure agreements, I can only post a couple of projects here on my website. The work Pharma work below was a big part of the pitch for GSK at TBWA\Chiat\NY. We ended up winning the Alli business.
For this Alli campaign, we created a collective grouping of Alli users called the Alliance. The 1st Outdoor/Billboard concept began with keeping track of the amount of collective weight lost within the Alliance. The 2nd Outdoor/Billboard reveals the billboard itself getting lighter, as more people lose weight, and rising to the top of the building where it's posted.