Bayer, one of the world’s largest pharmaceutical companies, set out to grow the number of Saudi nationals employed in Saudi Arabia. But there were challenges to address such as attracting top Saudi talents, who preferred government jobs, and motivating them to join the pharma sector, not a first choice for many. ASDA’A BCW and Proof created an integrated campaign, #MoveForwardwithBayer to attract Saudi nationals for careers at Bayer. The campaign was a game changer, with the virtual avatars of two young Saudis – Youssef and Mouna – creating an emotional connection with Saudi youth. The result: the number of young Saudis in Bayer’s Saudi field force increased from 46 to 84 per cent ahead of schedule!