Delicate Campaign: Viatris' 'Make Love Last' Navigates China's Censorship with Artful Storytelling
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Viatris' 'Make Love Last' used time-lapse photography to create an open conversation about intimacy in China, avoiding censorship while promoting the brand. The project, an unbranded art and photography initiative, highlighted three couples' personal experiences and challenges with intimacy, launched on Valentine's Day and gained 10 million views. The campaign successfully balanced creative expression with regulatory compliance, demonstrating how brands can navigate sensitive topics through thoughtful storytelling.
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Published around:
June 20, 2025
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Added to Agency Inside:
March 22, 2026
