GSK + NatGeo
“Chasing Genius”
GSK was a co-sponsor of NatGeo’s “Chasing Genius”: a crowdsourcing initiative to help solve global issues pertaining to sustainability, healthcare, and poverty. The program supported the launch of “Genius,” NatGeo’s first scripted series about the life and work of Albert Einstein. To cross-promote the series and GSK’s own scientific breakthroughs, the team was approached to develop an integrated campaign that would link Einstein’s work and philosophies to three of GSK’s biggest consumer healthcare brands. I worked on script development.
Three uniquely stylized worlds—a blueprint universe, the pages of a sketchbook, and the depths of a chalkboard—explored the brand attributes of Sensodyne, Flonase Sensimist, and Excedrin through the lens of Einstein’s genius. Each brand was assigned a specific quote from Einstein that offered insight into how his mind worked.
In addition to commercial broadcast for “Genius,” the spots lived on the “Chasing Genius” digital hub. The partnership and social initiative reflected a growing industry trend to move beyond traditional advertising, engage with audiences, and promote meaningful social change.
Credits
Client: GSK Consumer Healthcare
Agency: Trollback + Company
CD: Jorge Peschiera