The Pharmaceutical Research and Manufacturers of America (PhRMA) tasked us with creating an awareness campaign that softened their image and increased their likability. Our solution—GOBOLDLY.

Launched as a national advocacy campaign, the work celebrated the unsung heroes driving the medical breakthroughs as well as all those who fight against deadly diseases every day.

The work includes everything from 30-second TV spots and 15-second pre-roll videos to rich media ads and out of home. Everything drove to a new content hub, Innovation.org, which contained technical information and articles about the science behind the advancements.

Click below to watch the anthem spot followed by the social campaign overview.