Sanofi: United by our purpose

Sanofi, the French pharmaceutical company, developed a film-based campaign to promote internal brand cohesion, winning praise from employees and thousands of external views.

Summary

Following years of aggressive M&A, French pharma giant Sanofi needed to bring its disconnected workforce together. But a superficial "One Sanofi"-style campaign wouldn't do it. We needed to stimulate a radical culture shift – a willingness to talk about ourselves in a completely different way. For half a century, Sanofi had opted for the reputational "safety" of muted, impersonal brand presentation. To create human connection between our disparate groups, we now needed the exact opposite. We needed to open up.

So, we enlisted our own workforce to be the voices and faces of our new, united, rebranded company: dozens...

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