GENERAL MANAGERS MEETING

Creative Director for Virtual General Managers Meeting: Be Unstoppable

Faced with the challenges posed by the Covid-19 pandemic, we were tasked with bringing the five-day 2021 corporate pharmaceutical General Managers Meeting to life in a virtual format, while maintaining the energy, intimacy and engagement of live GM Meetings from years’ past.

This GM Meeting needed to both acknowledge the challenges of 2020 while providing hope, optimism and a clear vision for the year ahead. How the dedicated employees overcame these unprecedented hurdles informed a bold and uplifting theme for 2021: Be Unstoppable

General Managers Meeting – Virtual Experience
Bringing “Be Unstoppable” to life began with a hero visual featuring an intense sprinter breaking through the numerals “2021” formed from ice, reflective of the employee efforts that helped this organization prevail over the obstacles of the past year. This look, tone and feel extended into every touchpoint, including pre-meeting comms, speaker backgrounds and graphics throughout the event.

VIRTUAL PLATFORM AND EXPERIENCE

We sustained the momentum as we moved into the week-long meeting itself, choosing to present the five-day event 100% live via the Ethos platform (plus secondary devices), which allowed presenters to seamlessly and intimately interact face-to-face with attendees from more than 60 countries around the world through 15 lengthy sessions, an awards ceremony and even an emotional send-off for the retiring CEO. Our meticulous planning (and diligent rehearsing) also meant that AbbVie’s traditional meeting agendas and Q&A sessions did not have to be modified or compromised due to the virtual format. Between sessions, engaging video interstitials continued to deliver the Be Unstoppable theme, applause scenes of A-list celebrities injected humor into awards segments and an eclectic “Unstoppable” music playlist kept the energy flowing throughout the week.

2021 Welcome Video
Our joyful and energetic Welcome video turned a potential negative on its head by taking a look back at all the fabulous locations of past GM meetings and playing up the fact that this meeting will be “out of this world” by being “virtually everywhere.”

Be Unstoppable mindset was rooted in our “Humanifesto” video which was the theme reveal for the meeting. This video featured inspiring words and images celebrating moments of human endurance, stamina and overachievement vs. setbacks and pitfalls.