Assist needed: Healthcare professionals who “do distinctive issues” and “refuse to just accept drugs as it’s.” Those that are “unhappy, emotional, defiant” and “take issues personally.”

A brand new movie from Eli Lilly seems like a recruitment advert, but it surely doubles as a model manifesto to showcase the pharmaceutical firm’s values. The marketing campaign continues Lilly’s advertising push to transcend the pharma business’s damaging picture and construct a model that emotionally connects with folks. 

“In search of,” created by Wieden+Kennedy Portland and directed by Justyna Obasi by means of manufacturing firm Anorak, defines the model’s goal to problem the established order in healthcare whereas “exhibiting what it takes to work at Lilly,” stated chief company model officer Lina Polimeni.

“It’s necessary as a result of the [pharmaceutical] class is usually stuffed with distrust,” Polimeni informed ADWEEK. “There’s a dissonance between the values of the individuals who work at Lilly and the way pharma is seen by the general public.” 

The marketing campaign will run within the U.S. and comprise movie, social media, print, and out-of-home promoting. Together with the hero spot, shorter movies give attention to the traits of workers working in several enterprise areas like manufacturing or high quality management.

“In search of” is the most recent chapter of a advertising shift that started 4 years in the past, when the workforce realized “we had by no means taken the time to inform the story of the model,” Polimeni stated. “Folks knew our merchandise however didn’t know who Lilly was.”

Aiming to construct consciousness and belief, Lilly has been positioning itself as a “drugs firm” with humanity at its core: “At Lilly, we see an individual on the opposite aspect of the prescription,” Polimeni stated. 

The corporate employed Wieden+Kennedy Portland, the company finest identified for its long-running Nike work, to debut its first company model marketing campaign in 2021 on the Tokyo Summer time Olympics. The advert, “Well being Above All,” featured athletes and shared a message in regards to the significance of prioritizing “our collective well being.”

Following the marketing campaign, Lilly noticed an 85% enhance in consciousness and a 40% enhance in belief amongst shoppers, Polimeni stated. 

Since then, it has aired advertisements to redirect the general public dialog towards well being throughout different cultural occasions such because the 2024 Academy Awards, the place it hit again at those that misused weight-loss medication for “vainness,” and the 2025 Grammy Awards, when it inspired folks to examine for indicators of breast most cancers.