As AstraZeneca prepared to launch its new drug to treat high triglycerides, they had a problem: Nobody knew what a triglyceride was. Moreover, our target audience showed no interest in listening to medical advice - especially for advertisers. To drive home our message, we needed to entertain them, not just educate them. Our integrated campaign did exactly that, using the now-beloved fish, Marty and Sal, as spokesman. Our smart story-telling delivered results that defied convention, beat our campaign goals and broke category records.