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 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. The cutouts created a campaign that was unlike any other Pharma or Olympic advertising during the games, once again reinforcing Lilly’s brand.