Pfizer wanted to target key government stakeholders to educate them of the importance of investment in innovation in healthcare for the future. We used Alzheimer's as a vehicle to tell the story. Our big idea was a pencil, the rubber symbolising Alzheimers erasing peoples memories and the lead, representing the first stroke of innovation. This was shown at the Labour Party conference and sent out to every key government official.
Role: Concept creation, Creative direction, Art direction, Copywriting