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Creative in association withLittle Black Book
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Lilly Turns Lifelong Struggle with Weight Into Story of Hope in ‘A Life Covered’
19/08/2026
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19/08/2026
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Kwedar and Bentley directs the Wieden+Kennedy Portland campaign using memories, photographs and personal artifacts to explore the lifelong experience of obesity
For many people, obesity is a lifelong struggle. As we age, health becomes increasingly important to enjoying the years we’ve saved for, sacrificed for and earned
In partnership with Wieden+Kennedy Portland, pharmaceutical company Lilly has debuted its latest campaign, ‘A Life Covered,’ directed by Academy-award winning directors Kwedar and Bentley, which marks a milestone: Lilly obesity medicine is now covered through the Medicare GLP-1 Bridge program for eligible Medicare Part D beneficiaries. It reflects Lilly’s belief that putting health above all means fighting to make medicine more accessible, because medicine only matters if the people who need it can get it.
Anchored by a flagship film, the campaign tells a deeply personal story about living with obesity across a lifetime and how access to medicine offers hope for the future. Weaving together memories, photographs and artifacts, the film illustrates the lasting burden of obesity while reflecting an experience shared by millions. The work reinforces Lilly’s belief that putting health above all means fighting to make medicine more accessible for those who need it
‘A Life Covered’ advances Lilly’s effort to challenge category norms and bring conversations about the lived experience of obesity into cultural spaces. As Lilly’s fourth major campaign addressing longstanding assumptions and stigma around obesity, it builds on a broader creative platform reshaping how obesity is represented and understood
The work marks the latest chapter in Lilly and Wieden+Kennedy’s award-winning collaboration, which recently earned two Bronze Cannes Lions in the Film category for the ‘Never Over’ and ‘Good Days’ campaigns
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