EMPLOYER BRANDING / COMMUNICATION / BRAND BUILDING
Johnson & Johnson - All Sci-No Fi
From a traditional organization
to an innovative company
at the forefront of health
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 the battle was more competitive than ever, with big-tech companies and start-ups looking like more attractive options. To succeed, we had the challenge to shift the perception of J&J from a bureaucratic slow moving company to an innovative healthcare company, ultimately positioning it as a top employer for talent.
We just needed to show the exciting reality of what’s actually happening at J&J – like 3D organ modelling or conducting surgery with advanced robots that save lives. In fact, J&J’s cutting edge innovations are so incredible that many people could assume are something out of science fiction. But it’s not fiction; it’s all science. Science that talent can be a part of to help change health for humanity. In our “All Sci, No Fi” campaign, we tap into the audience’s passion for the genre and leverage the sci-fi film codes we all know to reveal J&J’s cutting edge projects.