Summary
Dislike for pharma has never been higher. As an industry leader operating in the much-maligned pharmaceutical sector, Boehringer Ingelheim (BI) had an urgent need - and opportunity - to shift the debate.
BI's concern was that unyielding public antipathy towards 'Big Pharma' risked that the firm's own pioneering work in human and animal health and its compassionate corporate ethos would be overlooked. It had to positively stand out in the sector, to challenge negative perceptions and to transform hostility into advocacy.
A Unique Bonddid just that. A bold, brave and emotive corporate brand campaign that spanned. five continents...