Since the pandemic the role of work in our lives shifted. Thousands of professionals everywhere started reevaluating their jobs in the need of a more purposeful and meaningful career. Globally, we got to know it as the Great Rethink.

This was a great opportunity for J&J to attract better fitting digital and tech talent. But to get the attention of talent from big-tech companies and Silicon Valley start-ups, we had to build a cohesive and attractive brand narrative that spoke about J&J’s cutting edge health-tech and steered them away from their slow-moving, bureaucratic, baby powder company image.

After researching on our audience’s passion points and motivations, we decided to engage with them in an innovative way that rang true to the exciting technology J&J was investing on – like 3D organ modelling or robotic assisted surgery that saves lives. The fact that these innovations had such a futuristic edge, together with our audiences’ passion for science fiction, convinced us to create a narrative inspired by science fiction, launching our campaign disguised as a new sci-fi film trailer, to then reveal every frame in the trailer is science, not fiction.

This approach allowed us to elevate the brand perception, both aesthetically and in terms of messaging; to position J&J as a real competitor to the big tech companies; and to wow an audience that up until then had not considered J&J as a plausible option.