Pfizer and F5 Join Forces for Cancer Awareness Fashion Show at Shanghai Fashion Week 2024 – Campaign Brief Asia

During Shanghai Fashion Week 2024, independent creative agency F5 Shanghai, in collaboration with Pfizer, held a special fashion show with the theme “Make Invisible Visible”, aimed at raising public awareness of cancer prevention and early detection.

The show was a collaboration between F5 Shanghai, several fashion designers and Pfizer’s oncology team and featured a total of six outfits. Each ensemble represented early, middle, and late stages of lung and breast cancer, respectively. Combining fashion expression with design expertise and Pfizer’s medical insights, the garments visually illustrated the invisible changes that occur during the different stages of cancer cells and their psychological impact on patients. The aim was to emphasize the importance of prevention and early detection.

This fashion show is part of Pfizer’s 175th anniversary and 35th anniversary celebrations in China and is in line with the “Outdo Yesterday” campaign, which aims to “outdo cancer.” Wang Yu, general manager of Pfizer’s oncology business in China, said Pfizer aims to introduce over 15 new cancer treatments or indications in the country by 2030. The fashion show offers potential employees the opportunity to learn about Pfizer’s ambitions in China.

At the event, Li Jinhui, general manager of Pfizer’s Hospital Emergency, Hematology and Rare Diseases Business Unit in China, said: “By using clothing as an extension of the body and as a metaphor, this event shows the development process of the two worlds.” the most common types of cancer – Breast and lung cancer – in a tangible way. With this approach, we aim to raise public awareness of the importance of early diagnosis and proactive screening so that we can save more lives, faster.”

This is the third collaboration between F5 Shanghai and Pfizer, which began in 2020 and has already launched two campaigns: Mozart 80 and The Health Constellation. Both achieved overwhelmingly positive results and contributed significantly to Pfizer’s brand building.