Pfizer × LIQVD Asia
Keep fighting,
keep winning.
A film that inspired cancer patients and society to never give up -turning individual resilience into a collective movement.
Pfizer × LIQVD Asia
Keep fighting,
keep winning.
A film that inspired cancer patients and society to never give up -turning individual resilience into a collective movement.
Film Views
Across YouTube & social
Positive Sentiment
Comment analysis
Share Rate
vs. pharma category avg
Media Features
Earned press coverage
Create a film that makes people feel seen -not sold to.
Pfizer wanted to do something different in the oncology space. Not a product campaign. Not a clinical explainer. A genuine act of empathy -a film that acknowledged the emotional reality of cancer and celebrated the quiet courage of those living through it.
The challenge: pharma advertising is heavily regulated, deeply distrusted, and often clinical to the point of coldness. We had to make something that felt human first, brand second.
Client
Pfizer India
Scope
Brand Strategy · Film Production · Social Campaign · PR Amplification
Duration
16 weeks · Q2 2023
Category
Oncology · Healthcare · Purpose-led Marketing
Four chapters.
One truth.
28M views. 91% positive sentiment. A movement that outlasted the campaign.
#KeepFighting became a genuine social movement, with oncologists, nurses, and survivors sharing the film unprompted. Pfizer's brand trust scores in the oncology segment rose 22 points post-campaign. The film was screened at two international healthcare communication conferences.
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