Best Pharmaceuticals Integrated Ad Campaign

In a world where two COVID-19 vaccine companies dominated the market, the goal of our Be Choosy campaign was to make people aware that there was a different type of vaccine available. One that was NOT an mRNA vaccine. Instead, the Novavax COVID-19 Vaccine, Adjuvanted uses traditional, protein-based technology.

Bold, vibrant colors, eye-catching animation, and a distinctive yellow circle formed the basis of our look and feel. From disruptive social media and TikTok ads to a dynamic website and online video, our campaign was everywhere. People saw our digital out-of-home ads in malls and airports, and at big-name arenas during college basketball games. We reached a huge audience—anyone 12 years and older who was eligible for a COVID-19 vaccine.

The Be Choosy campaign helped spread the word that people have a choice when it comes to their next vaccine, and it ultimately helped protect millions of people from COVID-19.

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Contributors:

Chief Creative Officer:	Dina Peck
Associate Partner, Group Creative Director:	Tom Galati
SVP, Associate Creative Director, Copy:	Caroline Fish
VP, Associate Creative Director, Art:	Danielle St. Pierre
VP, Group Copy Supervisor:	Jennifer Cohen
SVP, Associate Design Director, XD:	Tay Duran
VP, Digital Design Lead:	Jesse Ackerman
VP, Group Account Director:	Suzanne Quinn
Senior Account Executive:	Sean Gunter
Senior Project Manager:	Garrett Clare

PATIENTS & PURPOSE

Location: United States