Pfizer (Consumer Healthcare) had numerous initiatives and programmes centering around innovation, but wanted something to tie them together into one consistent overall communications programme or campaign.

We won the pitch – the third route was chosen for development – but PCH was sold to Johnson&Johnson shortly after and the project was reduced in scope to a newsletter.

Route 1
This route took each of the factors in Pfizer’s innovation process and made them a superhero, characters that could inspire and work in a very flexible way. The graphic language of comicbooks would work across employee comms – a newsletter would become a comicbook, a management memo could be brought to life with a ‘KA-POW’.

Route 2
This route played on the idea of a secret department – ‘Q’ in James Bond, the Men in Black, etc – to create the ‘Department of Innovation’. The launch would generate an air of mystery, a buzz, with a series of spacial solutions that are not fully explained. Communications that then followed would have a strong impact – who wouldn’t want to receive a “Top Secret” memo from the Department of Innovation?

Route 3
This route brought the concept that innovation is something that is ever-changing to life. A malleable form could be sculpted to form anything – a truly flexible solution.

(September 2006)