Gilead has a successful history of bringing game-changing therapies to the HIV community and their latest therapy, Biktarvy is no exception. Gilead wanted to initiate dialogue between Canadians living with HIV who'd benefit from a switch to Biktarvy, and their MDs. CPC worked closely with Gilead to develop an omni-channel campaign, dubbed, The Pill. These unexpected images of people sharing why they chose Biktarvy, were shared using a targeted digital media buy and prominent OOH ads nationally.