A phonecall from America and off we flew to New York. New York – Yeah! BtoB for Global Pharma - holy crap! But to our - and our client's - surprise, advertisements for anti-depressants don't have to look as bad as they often do. Thanks to the wonderful Noma Bar. It was an absolute pleasure to work with him! Unfortunately we still lost the international internal pitch. Winner of hearts, losers of market research. The winner was: stock images with mother and child. Pharma will be Pharma. We'll have an anti-depressant to that.