Convince a hesitant and politically divided America to get the COVID-19 vaccine? Seems easy enough.
We built the central messaging platform and visual system that would anchor the largest public education effort in U.S. history: over $500M in donated media, and over 300 brands and partners.
It became what will likely be the only campaign ever to feature Willie Nelson, Barack Obama, Big Bird, and Pope Francis. The Washington Post even did a deep dive into how the campaign was created.
The first PSA spot introduced Billie Holiday’s “I’ll Be Seeing You” and highlighted those first tender moments back together with loved ones.
“I’ll Be Seeing You” got the Willie Nelson treatment in the campaign’s ode to those moments of human connection that a return to live sporting events will bring.
Sesame Street’s version of “I’ll Be Seeing U” looked forward to the ‘sunnier days ahead’ following the vaccine's rollout.
In a show of bipartisan unity, former Presidents George W. Bush, Bill Clinton, and Barack Obama participated in the Ad Council campaign.
Pope Francis even lent his support to the campaign, calling it an “act of love” to receive the vaccine.
Featured in Washington Post; WSJ; NY Times; NBC News; The Hill; Fast Company; Adweek; AdAge; Muse by Clio + more
Recognized as a winner at Cannes Lions & Clio Awards
Made with Connor Witt, Simon Friedlander, Jason Rosenberg, Jason Apaliski & PJ Pereira