Genentech has given us 50 years of science, with an impact that runs deeper than most people realize. As the pioneer of the biotechnology industry celebrating their 50th, they made their rebellious stance known through their first campaign ever. We shifted the spotlight from scientific innovation to the everyday impacts their medicines have on patients.
Our OOH brought the idea to life visually. We let the humanity inside the word speak for itself, paired with images that feel real, raw, and candid. No polish. Just people.
