THE CHALLENGE
Cencora, a global pharmaceutical leader and #10 on the Fortune 500, helps move medical breakthroughs from the lab into the real world. The challenge was to translate this complex, behind-the-scenes work into a clear, human B2B story that could resonate globally.

THE IDEA
Introduce Cora the hummingbird — a small but powerful symbol of speed, agility, and precision. Like Cencora, she navigates obstacles to deliver hope across the globe, providing a unifying metaphor for the brand’s mission and momentum.

THE IMPACT
The campaign generated strong buzz across the industry and reinforced Cencora’s positioning as a
vital force in healthcare innovation. Following launch, the relationship expanded to include multiple
Cencora sub-brands.