NOVO NORDISK
france
gagnos
<to acquire something through effort>
For Novo Nordisk, I led the creative direction of an internal seminar for employees in France, centered around Wegovy® and its role in promoting sustainable health and lifestyle change.
Rather than a traditional product launch, the seminar was designed as a moment of alignment, reframing Wegovy not as an easy solution, but as a long-term commitment rooted in effort, discipline, and responsibility.
mission
The seminar needed to address both mindset and meaning. The mission was to:
Reinforce Wegovy’s positioning as
part of a healthy, long-term lifestyle
Move away from the narrative
of “easy weight loss”
Unite employees around a shared
sense of purpose and responsibility
Create genuine engagement, grounded in credibility and effort
Energize sales teams with a competitive, performance-driven mindset
This was about earning progress, not promising shortcuts.
gagnons du terrain
The seminar title, “Gagnons du Terrain”, translates to “to gain ground”: to acquire something through sustained effort, persistence, and strategic action.
This idea became the backbone of the experience.
Just as progress in sport is achieved through training, discipline, and consistency, Wegovy supports patients who commit to long-term change. In parallel, Novo Nordisk teams were positioned as athletes in their own field: advancing step by step, winning ground through preparation, teamwork, and performance.
attendees:
200+
goals
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Strong alignment around Wegovy’s lifestyle-driven positioning
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High engagement and emotional buy-in from employees
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Clear reinforcement of responsibility toward patient outcomes
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Energized sales teams with a shared performance mindset
The seminar was designed to successfully shift perception from promotion to purpose.
artistic approach
Sport was used as a metaphor, not a visual cliché.
The creative universe drew from sport’s deeper values:
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Physical and mental well-being
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Self-care as an ongoing practice
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Discipline over quick wins
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Clear objectives and measurable progress
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Competition as motivation, not pressure
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The confidence and resilience of a winning mindset
The environment was urban, dynamic, and contemporary, immersing participants in a high-energy atmosphere that felt purposeful, motivating, and grounded in reality. Every visual element reinforced the idea that success, whether in health or business, is built over time.