The Say Communications Award for Excellence in Communication Through Creative Execution

Summary of work

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 Bond’ did just that.

A creative social campaign that spanned five continents and 30 countries was only made possible by the digital-first approach undertaken by the client and agency team. It broke through the noise to champion the bond between a pet and its owner, and its positive effect on physical and mental well-being.

By removing the pharma lens, BI made way for an unrestricted and fresh vision to be shaped and effectively showcase its dedication to human and animal health. Having gained 15 million engagements with campaign social posts, A Unique Bond resonated across nations, continents, cultures and age groups – celebrating the unity of BI’s two biggest business pillars within one storyline.

Judges' comments

A Unique Bond is a really innovative way to deliver an important message. Very clever use of the animals and how they support people, especially with BI's heritage in Animal Health.