Showing what innovation makes possible
For a company built on innovation, reputation matters far beyond awareness. GSK needed to strengthen its position with the scientists, researchers, innovators and investors whose confidence helps shape its future.
The challenge was to create a patient hero film that demonstrated innovation without defaulting to pharmaceutical convention; showing not just the science behind GSK's work (which it had previously delivered well), but the human difference it makes. It needed to build trust, inspire collaboration and reinforce why GSK is a company people want to partner with, invest in and work for.
Putting people at the heart
We resisted the conventions of pharmaceutical storytelling. Rather than leading with laboratories, molecules or breakthrough claims, we began with the people innovation exists to serve. From this came More Moments Like These a creative platform built around the small moments that return when illness loosens its grip. GSK's role wasn't to be the hero of the story, but the force behind it: quietly demonstrating how science, technology and talent come together to create better outcomes. The result was a flexible platform that could unite multiple therapy areas while giving innovation a more human face.
Creating moments that resonate
The campaign has delivered encouraging early results, particularly among the innovation audiences it was designed to engage.
Across both the UK and US, engagement rates significantly exceeded platform benchmarks.
US innovation audience: 3.71% engagement (benchmark 1.8%)
US investor audience: 2.33% engagement (benchmark 1.8%)
UK innovation audience: 2.9% engagement (benchmark 1.56%)
UK investor audience: 1.88% engagement (benchmark 1.45%)
The paid campaign successfully reached a larger proportion of the investor audience, while innovation audiences proved more likely to actively engage with the content — suggesting the emotional, human-first approach resonated particularly strongly with those closest to GSK's innovation agenda.
More importantly, the work established a creative platform that GSK is now extending across individual therapy areas, demonstrating the strength and flexibility of the original strategic idea.
