AbbVie

Solution

The person behind the patient.
We began by analyzing past campaigns, brand reputation data, and focus group feedback. Our research exposed a powerful truth: People living with chronic conditions are tired of being “patients.” They are mothers, scientists, dreamers, and friends. We made a radical shift. We shifted the spotlight from the corporation to the individual. The result was I AM—a campaign that refused to let a diagnosis define a life.

Real people drive real engagement.
This wasn’t a scripted campaign; it was an unfiltered declaration of identity. We asked eight patients and nine AbbVie employees to share their own stories—unscripted, unfiltered, and unmistakably human. Knowing that real stories carry more weight than broad corporate messaging. We used film and photography to share insights about how AbbVie’s biopharma breakthroughs in the lab translated to breakthroughs in people’s lives. Positioning AbbVie as an ally that sees people for who they are, not the condition they have.