Amgen/Novartis and Arnold Worldwide/Havas San Francisco
I Am Here
To introduce Aimovig, a breakthrough migraine treatment, this launch broke outside the usual pharma model to show life unfiltered — including mundane moments. It focuses on people with migraines, not patients. Insightful targeting captured the emotional and physical impact. The debut outperformed on all metrics, and the product achieved No. 1 market position.