Finalist
Chasing the Miracles of Science
Summary of work
Sanofi’s "We Chase the Miracles of Science So You Can Chase Your Dreams" campaign stands as a landmark in pharmaceutical corporate communications, with results that could redefine industry benchmarks. Faced with low awareness of its pioneering immunology leadership and recent rebranding impact – Sanofi launched its largest corporate reputation campaign ever.
Developed with WPP agencies GCI Health and VML, this bold, cinematic campaign ignited global awareness, familiarity, and trust.
It launched across 37 markets, delivering phenomenal results: through display ads achieving a 12% brand recognition lift in the U.S. and France (4x the industry benchmark), a 4% lift in Germany, and a +3.3pt increase in memorability in the U.S., lauded by Meta as "impressive." Surpassing 177 million impressions, 58 million video views, and achieving 2x higher click-through rates than past Sanofi campaigns, it mobilised both external audiences and Sanofians, with the launch video becoming the most shared internal content ever.
This campaign powerfully demonstrated Sanofi's unwavering commitment to scientific innovation, translated into universal human dreams, and delivering record-breaking results.
Judges’ comments
This was a large-scale, professionally executed global brand campaign from GCI Health and Sanofi. The creative strategy, centred on a cinematic hero film, and the vast multi-channel implementation were noteworthy. The campaign successfully delivered impressive reach and engagement figures and achieved its primary goal of lifting brand recognition and message association in key markets. It was a really impressive creative idea and achieved the high production "feature film" quality. Clear objectives and measurements set and strategy of chasing dreams works well with the grounding of the patient stories across the five therapy areas.
