Migraine affects over 1.3 billion people worldwide, yet it’s often misunderstood as a mere headache. Lundbeck, in collaboration with Ogilvy Denmark, unveiled a groundbreaking campaign to change this perception.
The initiative featured a massive head-shaped installation in Copenhagen’s largest public square, providing a tangible representation of the debilitating pain experienced by migraine sufferers. Inside the head, a bespoke plasma ball illuminated with flickering electricity mirrored the sensation of pain shooting across the head. Passers-by could interact with the installation, feeling the negative energy drawn to their hands, fostering a powerful moment of empathy and connection.
The campaign struck a chord with both migraine sufferers and their loved ones, offering a profound sense of validation and understanding.
In this blog post, we delve deeper into Lundbeck’s innovative approach to raising awareness about migraine and the impact of Ogilvy Denmark’s creative execution.
Migraine is more than just a headache. It’s a complex neurological condition characterized by intense, debilitating pain, often accompanied by other symptoms such as nausea, sensitivity to light and sound, and visual disturbances. Despite its widespread prevalence and profound impact on individuals’ lives, migraine remains widely misunderstood and trivialized as a minor ailment.
Lundbeck, a global pharmaceutical company specializing in brain diseases, recognized the urgent need to change the narrative surrounding migraine and increase awareness of its debilitating nature. Teaming up with Ogilvy Denmark, renowned for its innovative and impactful campaigns, Lundbeck embarked on a mission to shed light on migraine in a new and compelling way.
The result was a bold and immersive campaign titled ‘See Migraine in a New Light,’ which aimed to challenge misconceptions and foster empathy for migraine sufferers. At the heart of the campaign was a monumental head-shaped installation erected in Copenhagen’s bustling public square, a symbolic representation of the mind affected by migraine.
The installation featured a captivating centerpiece: a bespoke plasma ball situated within the head’s interior. The plasma ball, pulsating with flickering electricity, symbolized the erratic and pulsating nature of migraine pain, mimicking the sensations experienced by individuals during migraine attacks. Passers-by were invited to interact with the installation, touching the plasma ball and experiencing the tangible manifestation of migraine pain.
The campaign’s innovative approach resonated deeply with audiences, particularly those directly impacted by migraine. For migraine sufferers and their loved ones, encountering a tangible representation of their condition in a public space was a powerful and validating experience, fostering a sense of recognition and understanding that had previously been lacking.
By bringing migraine out of textbooks and into the public realm, Lundbeck and Ogilvy Denmark succeeded in humanizing the condition, sparking conversations, and raising awareness about its true impact. The campaign not only challenged misconceptions but also encouraged empathy and solidarity, ultimately paving the way for greater understanding and support for migraine sufferers worldwide.
In conclusion, ‘See Migraine in a New Light’ stands as a testament to the power of creative collaboration in driving meaningful change. Through innovative storytelling and immersive experiences, Lundbeck and Ogilvy Denmark have illuminated the realities of migraine, empowering individuals to see the condition in a new and empathetic light.
