Orforglipron (oral GLP-1)
HCP & DTC (concepting)
Following the success of its injectable GLP-1s, Mounjaro and Zepbound, Lilly prepped to launch its first oral GLP-1: orforglipron (generic — the final drug name was not shared with the concepting teams pending legal approval, and FOUZBAYO or FOAZTOYO were used as placeholders).
THE GOAL: Get HCPs to prescribe — and patients to ask for — a no-hassle, once-daily pill that will supplement patients’ weight loss efforts and provide remarkable results they can see, feel, measure, and maintain. Pull through big campaign ideas of “Simple Is Powerful” and “Everyday Wins.”
Client: Lilly
Year: August 2025
Brief: Global launch of Lilly’s first oral GLP-1
Market: USA, KSA, UAE (to start)
Creative Directors: Sal Diana, Erico Braga, Garry Harper, Cameron Pollard
Copywriter: Kelly Slonaker
Art Director: Yunuén Sigler
Work done at FCBHealthNY (RIP 🥲)
Concept 1: FUELED BY FOAZTOYO
The Charge: position FOAZTOYO as the simple way to supplement patients’ weight loss efforts. Rather than “treating” a condition, FOAZTOYO is a way to empower patients to manage their health and support the hard work they’re already putting in.
The Concept: FOAZTOYO is a helluva drug, but it provides the best results when partnered with a patient who works for their weight loss. It’s the extra boost they need to hit the goals they’ve been striving toward with diet and exercise.
The Inspo: Gatorade ads; athletes signing the camera after a victory; everyday wins.
Why it works: strong POV and ownable visuals by leveraging an authenic patient’s “seal of approval” in the headline; clear, empowering message that easily translates; applicable to any market/location/culture/language with visual cues to provide context and familiarity.
*This concept was the client favorite, but was sadly killed in market research.
ad lobs
stories
banners
dynamic
static
Superbowl LX (Feb. 2026)
FOAZTOYO box or bleacher section with "fan cam”
Jerseys have the brand name and key features of the brand in place of player names
Half time show partnership where the "FOAZTOYO fans" sign the camera—perhaps a celebrity "fan"
Live share on TikTok
Potential for use as TV spot
Can use similar tactic at any major sporting event
large-scale activation
Concept 2: Simply Stated
The Concept: No more hard-pills-to-swallow when it comes to weight loss—patients need simpler, quicker answers. With no hassles or food and water restrictions, FOUZBAYO can easily fit into any routine (and mouth) to provide what weight loss patients need now.
The Inspo: Got Milk ads; studio portrait photography.
Why it works: puts the simple daily pill front and center; channels the joy and ease of an oral GLP-1 without restrictions; simple, clear, memorable; a “non-pharma” approach to help it stand out; showcases a broad range of patients that set the drug apart.
*This concept was the original client favorite… until they saw “Fueled by FOAZTOYO”
Concept 3: Simple Math
The Concept: FOUZBAYO is the simple addition that makes all the difference in weight loss. It doesn’t do all the work for patients, but it gives them the extra help they need for better results. The math is simple: by adding FOUZBAYO, patients can lose way more than they would on their own.
The Inspo: bold, graphic typography; logo-play; old iPod commercials.
Why it works: patients at the center reinforces the idea that their health improvements are a result of their own efforts, with the “addition” of FOUZBAYO; Vis-ID infusion helps establish the branding at launch in a big way; directly pulls through “Simple Is Powerful” and “Everyday Wins.”
*The client also loved this one.
