This is not just the branded commercial launch of a COVID vaccine, the most high-profile drug of the last 5 years. This is an execution that challenged pharma paradigms and represented the diversity of the target audience in a fresh way to change the perception of the category and attract an apathetic public who didn't want to hear about the COVID condition anymore.

The campaign was subject to United States regulations and approvals, including:

- Call-to-action/claim restrictions

- Message adherence to PI (prescribing information) and clinical trials

- Compulsory fair balance (legal information on 2nd half of the ad)

- Moderna internal Medical, Legal, and Regulatory review boards

- OPDP/APLB review (US FDA approval process)

COVID was the most important public health topic of the last 5 years, having changed our lives and ultimately being defeated through vaccination.

While the tone was celebratory when the vaccines were first released under emergency use authorization in 2021, the public felt they were done with COVID by the time Moderna was given FDA authorization to promote the Spikevax brand in 2023.

People had blocked the COVID "trauma" from their minds and moved on with their lives, seeing the condition as low risk and rejecting any COVID information and discussion, ultimately leading to low vaccination rates.

Campaigns in the US are subject to rigorous regulations and approvals:

- OPDP/APLB review (US FDA approval process)

- Internal Medical, Legal, and Regulatory review boards

- Call-to-action/claim restrictions

- Message adherence to PI (prescribing information) and clinical trials

- Compulsory fair balance (legal information on 2nd half of ad)

Primary: Consumers – general population with focus on those age 65+

Consumers (especially older, high risk) who needed continued COVID-19 protection, but were "done" with the topic.

Secondary: Their immunizers (HCPs, Pharmacists, NPs)

Responsible for continuing to vaccinate the population, but feeling they had to prioritize other discussions and conditions.

"You green (juice) that body",

"You plunge that body (on cold water),

"Now, you Spikevax that body"

The film shows several activities that people do to stay healthy - common, niche, and quirky routines and rituals to stay on top of their health. And then it presents Spikevax as another one of those simple activities they should add into their routines to stay healthy. The copy creates a repetition dynamic that makes it memorable, fun, and that allows to truly transform the name Spikevax into a verb and a call-to-arms like never before. All wrapped on a distinctive craft approach, upbeat tone, and a deep portrayal of the audience that shows them in an authentic and real way.

The film was part of a DTC/HCP effort to officially launch Moderna’s COVID-19 vaccine brand and increase market share in a moment when nobody wanted to hear about COVID anymore. To make matters more challenging, Pfizer was the big leader in share and brand perception.

Launching the brand and winning in H2 2023 would be an uphill battle. Since 2022, COVID-19 vaccination started to naturally lose relevance as people moved to a post-pandemic mindset. Vaccination rates in September 2023 were at 3%, and only 28.2% of adults intended to get vaccinated (source: KFF).

It was key to introduce a fresh perspective around COVID, making people understand where vaccinations fit in their lives. The direction: instead of looking at COVID as the "big bad", now that we are in a “post-pandemic” mindset, the vaccine should become “just” one of the important health rituals among several that we do to stay healthy.

Moderna’s position in the market was cemented, with brand awareness increasing 66%, reaching 2X vs. Pfizer. The total market share increased by 30%, contributing to vaccinating more than 22 million people in H2 2023.

As a bonus, the campaign was complimented by the FDA for its representation of the audience and for portraying the real diversity of the US demographics, not only with a broad range of age, race, gender, and people with disabilities, but also in portraying them in non-stereotypical ways and situations.