Made to Last shows the art of overcoming regulations
This years Pharma Grand Prix was awarded to Make Love Last, a campaign that blurred the lines between data and art, all whilst finding a creative way around the strict regulations in place in China. It’s a true testament to the power of creativity, of showing that whilst restrictions can constrain us, finding ways around them can lead to better and more surprising work. We sat down with Wei Fei, Group Executive Director of Ogilvy Shanghai to get an insight into the work.
CF: Given the cultural landscape in China, how did you identify the specific taboos or sensitivities surrounding the topic of "love lasting" or intimacy that needed to be navigated? What were the initial red flags or areas of caution?
WF: China's cultural framework is deeply rooted in traditional values and norms, many of which have been shaped by Confucian philosophy, historical legacies, and the influence of modern societal shifts. The topics of intimacy and "love lasting" touch on areas that are both personal and profound, yet they remain surrounded by sensitivities and taboos that require careful navigation. The concept of intimacy and enduring love in Chinese culture is often intertwined with notions of family, duty, and societal harmony. Historically, Confucian ideals emphasized familial obligations over romantic pursuits, placing the longevity of relationships within the context of family stability rather than personal and sensual affections. This perspective has influenced sentiments toward intimacy, where the private aspects of relationships are often veiled in discretion and modesty. In contemporary China, while societal attitudes are evolving, traditional taboos surrounding public displays of affection, discussions of sexuality, and expressions of romantic intimacy persist. Identifying taboos or sensitivities in navigating the topic of "love lasting" or intimacy often begins with observing cultural cues and reactions to related discussions. Some initial red flags include but not limited to:
Silence or avoidance: Topics surrounding intimacy may evoke awkward pauses or a noticeable shift in body language, signaling discomfort.
Language barriers: Euphemisms and indirect language are often employed to discuss sensitive matters, reflecting the cultural reluctance to address them openly.
Moral undertones: Underlying moral codes influenced by traditional conducts shape attitudes toward physical and emotional closeness.
Public perception: Open discussions or portrayals of intimacy might be viewed as inappropriate or as undermining societal decorum.
CF: Can you describe the internal and external processes you undertook to ensure the campaign would pass regulatory scrutiny and be culturally acceptable, without diluting its core message? Were there specific guidelines or "unwritten rules" you had to adhere to?
WF: A NON-BRANDED campaign is the first thing that was decided by the agency-client joint team. for the campaign to pass the fundamental regulations for pharma communications. And to navigate around the above mentioned cultural sensitivities and societal watchouts, we would like the campaign to not only portray the look-n-feel of intimate relationship between progressive couples with a tasteful manner but provide a non-trespassing way to study the intricate roles of sexuality, personal affections, and physical harmony in romantic love, creating a culture-based platform to induce the social conversation on these topics. The creative solution and executionalapproaches were explored to achieve that purpose with the regulatory permissions. As to the specific guidelines, to ensure compliance no product-related messages or information were included. And the general tone was ensured to be respectful, tasteful, and non-judgmental.
CF: What was the most challenging aspect of translating the campaign's core message into its final artistic form, and how did you overcome it?
WF: The biggest challenge was visualizing a four-hour connection without showing anything explicit. The breakthrough came with the time-lapse and long exposure film photography. It allowed us to paint with time—to show not the body, but its presence. Yet even then, the composition had to feel natural, not performative. We spent some time with the couples—not directing them, but making them feel safe enough to be real. The camera didn’t “capture” them—it simply bore witness. That emotional authenticity became the soul of the work.
CF: How did the campaign manage to cut through the noise and capture public attention in a market as crowded and diverse as China? What made it stand out?
WF: In a market oversaturated with transactional messages and fast content, we chose a slower, more human path. While most brands shouted for attention on 520 (the Chinese Valentine’s Day), we launched with quiet confidence—through a physical art exhibition that invited reflection, and a digital presence on Hupu, China’s largest male community. Hupu gave us cultural credibility and precision—reaching the very audience who rarely talks about intimacy, but deeply feels its absence. The conversation took off not because we made a claim, but because we made people feel seen.
