See Migraine in a New Light

Migraine is the world’s second most disabling disease, affecting over 1.3 billion people. Yet many people see it as just a bad headache.

Ogilvy collaborated with Lundbeck on a huge head-shaped installation on Copenhagen's largest public square that allowed the public to interact with and better comprehend the debilitating pain of people with migraine, bringing the condition out of textbooks and into real life.

Inside the head was a bespoke plasma ball that flickered with electricity, reflecting the way sufferers often describe pain shooting around their own heads. As passers-by touched it, they felt the negative energy drawn to their hand, creating a powerful moment of connection.

The campaign resonated strongly with those affected by migraine – both sufferers and their relatives – who felt seen and acknowledged in a way they had never been before.