At the time off this work, opioid addiction was already a massive problem affecting millions, destroying lives, and yet somehow avoiding mass awareness and understanding. We wanted to shine a bright light on the problem, and establish Orexo, a relative newcomer to the pharma industry, as a leader in addressing the issue head on, through awareness, education, and prescription management. And we wanted to do it in a way that would be hard for both patients and the medical community to ignore. This integrated work won a Cannes Gold Lion.