The brief? Convince a hesitant and divided America to get the COVID-19 vaccine. No pressure, though.
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 I’m sure is the only campaign ever to include Willie Nelson, Barack Obama, Big Bird, and Pope Francis.
FEATURED: Washington Post; WSJ; NY Times; NBC News; The Hill; Fast Company; Adweek; AdAge; Muse by Clio; Shoot Online
RECOGNITION: Cannes Lions - Bronze in Entertainment; Clio - Silver in Music + Bronze in Health
Made with Will Martin | Simon Friedlander | Jason Rosenberg | Jason Apaliski | PJ Pereira
The first PSA video 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 day the COVID vaccines arrived and the ‘sunnier days ahead’ that would follow.
Presidents George W. Bush, Bill Clinton, and Barack Obama joined the Ad Council campaign in a show of bipartisan unity, and to let Americans know that, when it comes to ending the pandemic, ‘It’s Up to You.”
Pope Francis even lent his support to the campaign, calling it an “act of love” to receive the vaccine.
Connor Witt // connorwitt@gmail.com