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Celebrating the people
behind the innovations


The challenge

Amazing innovations define the pharmaceutical industry.

Off the back of an enormously successful Transformational Medicine Awards, GSK briefed us to design a communications campaign telling the story of innovation through their outstanding people that would give others a reason to tune in and take notice.

Inspired by the notion that everyone has a story to tell, the company wanted to do something radically different, to push their brand in a more creative, people-focused direction both inside and outside the business by telling authentic human stories.

This wasn’t going to be a one-off project; our idea was to build an on-going legacy programme that would inspire and motivate their audience to get to know the people behind the science.

What we did

  • Campaign Strategy
  • Artistic direction
  • Filmmaking
  • Film production
  • Journalistic interviews
  • Photography
  • Copywriting & editing
  • Podcast strategy & editing
  • Creative & design
  • Social channel strategy

Our big idea

Outstanding People is a collection of stories, insights and documented personal accounts told via film, audio, podcast and written pieces. Each one was carefully researched and filmed to be globally representative, relatable and entertaining.

We took sometimes complex subjects and technical innovations and wove them into interesting personal life stories, with intriguing facts about the projects and striking imagery. Altogether, the films and stories presented a window into a group of inspiring individuals and helped drive home the wider brand and its values.

The impact we made

Our innovative, deeply human approach was transformational. Originally intended to be simply an internal campaign, our storytelling impressed the client so much that they released the collection externally on their website and promoted across all their digital platforms including Instagram, LinkedIn, Facebook and Twitter. The campaign has since become a top performer for global content, with the highest recorded levels of LinkedIn engagement (+5.3%) and conversions (+9.85%) during August 2021.

To read more about the campaign’s Outstanding people, see the GSK website here.

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  • Toucan has been a fantastic agency to partner with. Their contribution to developing our strategy to find creative solutions to our communications brief has resulted in an outstanding and hugely successful campaign.

    Crafting stories that really allow our brilliant people’s voices to be heard has been a work of art; from written stories to emotional thought-provoking short film pieces. I’ve enjoyed every moment and can’t wait to see how the campaign will evolve moving forward.

    Head of Culture & Engagement

    R&D, GSK

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