Innocean Berlin rebrands as ‘Glory Over Pain Corporation’ in pill-popping April Fools’ gag

Self-important agency rebrands are always good fodder for parody, and Innocean Berlin goes all in with an amusing April Fools’ Day gag—imagining itself as a medication-toting “healer” curing whatever ails clients and renaming itself the Glory Over Pain Corporation. The video above gives the broad strokes of the gag, and it’s pretty spot on in mimicking the tone of actual agency rebrands. (Framing prescription medication as a panacea is also perfectly idiotic.) There’s also a slew of supporting materials, some of which you can see below. It’s an impressively absurd body of work, and the agency’s leaders stay in character in describing the project with mock seriousness. “If we’re going to call ourselves healers, we better make sure the work actually heals. That meant throwing out the old playbook,” said Ricardo Wolff, executive creative director. “Every detail, from the typeface to the merch, had to feel like it does something. It’s all intentional, all built to function. Because good design isn’t just about looking pretty. It’s about working so well, you forget the pain was ever there.” “We’re not here to make brands look good for a season; we’re here to make them work long-term. Strategy, media, creativity—it all comes together like a well-written prescription,” said Gabriel Mattar, chief creative officer. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Innocean Berlin rebrands as ‘Glory Over Pain Corporation’ in pill-popping April Fools’ gag

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