With our three-stage framework, we guided Merck Fertility from content clarification through emotional translation to global activation.

Facilitation

We began with interviews and workshops across the franchise teams, reviewing previous campaigns and the company's heritage. Distilling these inputs, we arrived at a guiding formula:

Reliable collaboration × passionate dedication × timeless innovation = proud of our role in the journey towards parenthood.

On this foundation, we developed the global communications plan, including strategy and media selection.

Sensualization

Competitive analysis and references from outside the industry helped us identify a distinctive visual approach. Through focus groups in multiple markets, we tested and refined the concept: "Enhanced Shadows".

A medical instrument, for example, casts a shadow shaped like a ladder - with an illustrated couple climbing it. The dual message: Merck works in the background, yet brings the essential into the light - and at the same time opens up new paths.

Mobilization

From the concept emerged a full toolkit: key visuals for each component of the guiding formula, interactive presentations, films, flyers, banners and additional formats. All materials were adapted for the global markets in which Merck Fertility operates – and prepared for internal franchise touchpoints.