Cannes Lions
OGILVY COMMONHEALTH WORLDWIDE, Parsippany / PFIZER / 2016
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The term “shit just got real” is commonly used in American slang to denote an escalation of events to an entirely larger level. By substituting the word “sick” for “shit” we were able to alter the meaning of the phrase to emphasize with the stress experienced by our audience when germs are everywhere and kids are kids.
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