While a global leader in generic drugs, remarkably brand awareness in Canada was very low. With over 50 years in Canada, the objective of the campaign was to 'introduce' Teva to the Canadian consumer audience. 

Images of everyday life were used to establish a light-hearted tone that would resonate with Canadian households. Magazine advertisements and outdoor media played a pivotal role in directing traffic to a dedicated microsite providing insights into Teva's history and its contributions in Canada.