Novo Nordisk
Global EVP
Novo Nordisk needed an EVP refresh that would accurately represent their life-changing work and excite current and future employees alike. If it felt like we had 40,000 stakeholders – it’s because we did.
Novo Nordisk’s mission is to help people who live with diabetes have a better quality of life. But after ten years of double digit growth, competition had caught up. They needed to change.
The meaning behind ‘Life-changing careers’ had gone. It used to be a steady job changing the lives of patients, but in 2017 Novo Nordisk made redundancies for the first time in its history. They were second to market everywhere, and global differences were creating silos.
Attraction had to begin with awareness. Unlocking advocacy would help, but would need clear guidance. Forcing new meaning on "Life-changing careers" was wrong, because everyone created a unique meaning for themselves. To give a degree of control, a beautiful simplicity emerged. An entire EVP of just 3 words. Life. Change. Career.
A new approach called for new creative techniques. There’s authentic truth within "Life-changing careers" – that life is anything but linear. We expressed it through an unending, unbroken and unpredictable line.
We combined the anything but linear line with brand new photography – capturing the people of Novo Nordisk in warm tones. We used these creative elements to refresh the EVP with a playbook and a range of assets. We knew our activation would come from the people, which meant breaking down our assets to be recreated anywhere online.
