Gilead: Creating Possible
Brand Campaign

Challenge

Gilead Sciences is a major player in the biopharmaceutical arena with a longstanding reputation as a strong scientific powerhouse. However, similar to the predicament experienced by other large biopharmaceutical companies, some stakeholders perceive the company as prioritizing profits over customer outcomes. This perceptual disconnect compelled the corporate communications team to embark on a corporate rebranding initiative.

Idea

To propel the rebranding work, DH designed and led collaborative co-creation sessions with Gilead, guiding global, cross-functional colleagues in embracing their heritage while aligning on a contemporary and future-looking contextualization of their commitment to community health and wellness. Thus, the “Creating Possible” campaign was born.

Impact

The ”Creating Possible” campaign, launched in the fall of 2019, enabled an agile framework for compelling storytelling. As the realities of the global pandemic began to unfold in early 2020,  Gilead was able to swiftly answer the call to advance a treatment for COVID-19, and DH began capturing "Creating Possible" history in real time.

We created a series of five documentary-style films that authentically contextualized Gilead’s COVID-19 response and the personal dedication of Gilead’s employees. These stories connected with key stakeholders because of their universal relatability and the truths they convey, and the campaign remains the cornerstone of Gilead's identity.