Eli Lilly: Tap The Cap

After Eli Lilly was cyber-trolled, the CEO responded decisively by ensuring insulin would be accessible to all for $35 or less. ”Tap the Cap” quickly became the obvious name for the platform, and it fit perfectly. A true PR-Lead, 360-degree campaign was born, with our messaging, aesthetic and creative at the helm. While the President mentioned us by name, we couldn't quite convince him to try on the hat!

Client: Eli Lilly

Agency: MSL New York

Creative Team: Sacheen Cicero, Marc Levy, Tyler Mintz, Andrew Tertocha, Ryan Burke

Role: Chief Creative Officer