21GRAMS

21GRAMS

Advertising Services

New York, NY 11,297 followers

The world didn't need another healthcare agency. It needed a new one.

About us

21GRAMS is the advertising and education arm of Real Chemistry. Ranked the #3 health agency in the world by Cannes Lions. More than a name, 21GRAMS is the philosophy that guides everything we do. Inspired by the “21 Grams Experiment” of 1907, which tried to prove the existence of a soul – we believe great work connects with the human spirit. So we get to know our audiences better than anyone (through the ancient art of human interaction and Real Chemistry’s industry-leading data and analytics) and find the 21 grams that makes people tick. Our goal? Make advertising less of an interruption – and more worth people’s time, attention, and action – because it actually “gets” them. Creatively, our mantra is “medicine should be more inspiring than sneakers”. We aren’t here just to do the best work in our industry, but the most inventive work period. That ability is heightened, as part of Real Chemistry. Interacting and combining unalike disciplines, talents, and technologies (across Clinical, Commercial, and Corporate) to create new answers to modern health’s biggest challenges.

Website
http://www.21gramsworld.com
Industry
Advertising Services
Company size
201-500 employees
Headquarters
New York, NY
Type
Privately Held
Founded
2018
Specialties
Advertising, Health Communications, Patient Storytelling, HCP, DTC, Strategy, Analytics, and Film

Locations

Employees at 21GRAMS

Updates

  • View organization page for 21GRAMS, graphic

    11,297 followers

    This is for you, 21GRAMS. The rest of LinkedIn may be confused. So, here's some context: The 2nd Annual 21GRAMYS was last week. It was a celebration of each other (with each other) in New York and London, at the same time, live and in-person. In four words, it was pretty epic. The film, below, opened the show. It would take too long to explain the people (leads of departments), why 21GRAMS has a mayor (no reason, just a thing we do), and what houses are (essentially, our agencies within the agency). That pretty much covers it, actually. The heart of the party is an awards show. To us it's the best one because entries are free, the trophy is cool, and we always win. There are 21 awards, 21-second speeches, and categories that represent some of the 21GRAMS-isms that shape who we are and how we work. The Winners: 1. The Maya Angelou Award: ROOM42 2. The McDougall Award: Nicole Meyer 3. Good and Tough Award: Louis Hills 4. Will Be Your Boss One Day Award: Charlotte Andrews 5. Unreasonable Hospitality Award: Allison S. (Selkowitz) 6. Insight Obsessed Award: Laura Moffat, PhD 7. Unicorn Catcher Award: Emanuel Calderón 8. Never Been Done Before Award: Nick Mason 9. No Pedestals Here Award: Cathy Ragusa 10. Do What's Right Not What's Easy Award: Tom Wordley 11. Love What You Do Award: Carli Aiello 12. Best Together Award: Kristen Farina 13. This Is How We Do It Award: Molly Butler 14. Something From Nothing Award: Annie Mintun Quick 15. What Makes the Team Tick Award: Jonathan Rizzi 16. Client Whisperer Award: Mary Osterhout 17. No Bedtime Facts Award: Evan T. Atherton 18. GRAMY Legend: Andrea Branchini 19. Heart and Soul Award: Abigail Masiuk, PhD 20. Best Client Award: Hemlibra 21. 21GRAMS Mayor: Jenny Sharifipour Congratulations to all the winners and thank you to Real Chemistry for all the support. Walk up music (yes, every winner had walk up music when announced) can be found here: https://shorturl.at/Jm71s

  • View organization page for 21GRAMS, graphic

    11,297 followers

    What are we afraid of in pharma? Humor, for one. Disease isn’t funny. Doctors don’t get jokes. There's no room for levity on serious topics. Showing sadness, anger, frustration. Sure, these are universal emotions, but what if they associate our brand with those negative vibes? Culture, sex, religion. They are part of the human experience that, in some cases, are directly related to health or medicine - but what if we offend someone? We’ve heard it all. But when was the last time you heard someone say they don’t like to laugh? Decisions are driven by emotion, but we tiptoe around some of the most powerful ones. We’re all about what’s “provable”, but what about what’s real? Maybe we should stop showing our audiences smiling, and start actually making them smile. Actually making them feel. And better yet, feel seen. It’s scary to be human in marketing. Let alone be provocative enough to break through the 10,000 ads people see a day. The good news is, studies show there are no identified circumstances under which provocative marketing backfires and leads to undesirable outcomes. Maybe we can all face our fears this Halloween.

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  • View organization page for 21GRAMS, graphic

    11,297 followers

    It’s almost Halloween, which got us thinking a little bit about fear... Where it comes from, why it exists, which fears are ingrained in us, and which fears we've learned. There’s a biological reason your heart rate increases, pupils dilate, nonessential systems turn off, and veins constrict when faced with your fears. In human evolution, it was a function of survival. People who feared the right things survived to pass on their genes. But in advertising, it’s how the greatest ideas die, taking the legacies of brands, marketers, and agencies with them. Left to fall into a safe, quiet, peaceful oblivion. Studies say that up to 90% of our fears are learned. Maybe it’s time to unlearn a few. Because there's nothing scarier than regret.

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  • View organization page for 21GRAMS, graphic

    11,297 followers

    Question... When was the last time you clicked on a banner ad? On purpose. It's either a digital billboard, an interesting creative challenge, or funds better spent on an experiment. Something your brand has never done before, but just might work. Really well. And if it fails? You didn't risk much. That's what a scientist would do. Why not do it for life sciences?

  • View organization page for 21GRAMS, graphic

    11,297 followers

    You can't see James Kuo's hands, but he's actually playing that stock music. What a talent. Another talent? Bringing humor (that's actually funny) to regulated brands. We said it was risky... that everyone knows the only way people can learn about medicine is with slow motion shots of a generic actor smiling and pointing at nothing in particular. But he just wouldn't listen. Get a behind the scenes perspective from James on some of 21GRAMS' highly effective TikTok work. Made for an audience that's there to be entertained.

    View organization page for Real Chemistry, graphic

    40,702 followers

    Lights? Check. Camera? Check. Joke bucket? Check check.    Learn how former late night writer James Kuo has used his experience in a whole new arena – producing a 100+ video TikTok campaign for our #Genentech pharma client. Come behind the scenes as James breaks down the process and what it takes to bring a campaign like this to life. #LifeatRealChem

  • View organization page for 21GRAMS, graphic

    11,297 followers

    Definitely not. But 21GRAMS elects one every year anyway.  What do they promise? Everything. What do they do? Literally nothing.  Why do we do it? We're not sure. Congrats to Jenny Sharifpour on being elected our 2025 agency mayor. Your campaign was pretty ridiculous, but it worked. We can't wait to see what little you do.  Do you want to be a mayor and an advertising professional? Email us. We'll (probably) approve your message.

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  • View organization page for 21GRAMS, graphic

    11,297 followers

    We like to try weird stuff. Like make simulated doctors. We love real doctors, but we don't need them every time we want to learn something about a brand's messaging. They're busy. They have more important things to do. Like save us.  Plus, our AI experiment worked. Simulated doctors respond very similarly to the real ones. Just don’t ask them to prescribe.

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  • View organization page for 21GRAMS, graphic

    11,297 followers

    They think it’s great. They love it. We know because we care enough to learn what doctors like. Why? Because they're people with real interests. And if we don’t create work that considers what those are, then our creation is a waste of time.  Our philosophy? Find out what people like. You might have a chance at getting their attention.

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  • View organization page for 21GRAMS, graphic

    11,297 followers

    Mmm, dinner. We love dinner. So much that we made our own kind: 21GRAMS Dinners. It’s not because we like to eat (it’s a little bit about that). It’s because we like to sit down and get to know our audiences on a human level. Just like you’d get to know people in real life.  We’ve found breaking bread breaks barriers. An interrogational-style 2-way mirror can’t do that.

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