[a global repositioning]

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Pfizer ‘science will win’

Market: Global
Media: Integrated
Agency: Grey New York
Credit: Creative Director, Copywriter
Awards: Effies Gold

In February 2020, Pfizer were shifting their mission from making bank on erectile dysfunction drugs to curing humankind’s worst diseases. We took them at their word and created ‘Science Will Win’ with our friend Brent Singer at Grey. We won the pitch and the pro-science campaign became Pfizer’s global platform. At the time, they had already started working on a vaccine for a new coronavirus that we didn’t think was going to be, like, a major problem. Until it absolutely was and public confidence plummeted. The repositioning proved highly effective, building trust in Pfizer and their science at a time when mis- and dis-information was rampant. Collectively, the vaccines saved between 14 and 20 million lives in 2021 alone, according to a study in The Lancet Infectious Diseases

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