Access Lp(a)ss

ACCESS LP(A)SS turned a medical test into the most exclusive ticket to the music world. Commissioned by Novartis, the campaign encourages Generation X to get tested for Lp(a)—a hidden genetic risk factor for heart disease—by linking it to something they truly care about: reunion tours. Fans could unlock access to special concert prices only after taking an Lp(a) test, turning a routine medical checkup into a decision worthy of a rock star. By connecting cardiovascular awareness with music culture, ACCESS LP(A)SS motivates people to learn their genetic risk early, so they can stay healthy enough to make it to the next reunion.