MM+M Awards

Corporate Branding Campaign 2024

Gold: Moderna, TBWA\Health Collective, The Youth, Satelite Audio and Colossal; Silver: Jazz Pharmaceuticals and Area 23

Sarah Mahoney

October 10, 2024

10:30 pm

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Gold

Moderna, TBWA\Health Collective, The Youth, Satelite Audio and Colossal
Ashe Versus

It’s no secret that racial inclusion in clinical trials is neglected in the pharmaceutical world. Experts say an ideal trial involves recruiting 30% to 40% minority participants to match the population. Still, fewer than 5% of clinical trial participants are Black or African American, according to the FDA.

Moderna is an unsung leader and has been miles ahead of this issue. For example, in 2021 it developed COVID-19 vaccines for all, with a never-before-seen 37% of minority population participants in trials. The company even delayed trial timelines to ensure representation.

Like pharmaceuticals, another area needs more diversity: professional tennis. Only 9% of players in the Association of Tennis Professionals (ATP) are Black, despite the strides made by role models such as the Williams sisters and, most recently, Coco Gauff.

When research in Moderna’s core enterprise segments revealed audiences that also index high as tennis fans, sports enthusiasts and equality supporters, aligned with Moderna’s values of transformation and progress, it developed Ashe Versus, shedding light on tennis legend Arthur Ashe’s story and achievements. This allowed Moderna to tell a relevant story while “flexing” one of the brand’s biggest strengths, showing up not as an advertiser but as an enabler of Ashe’s legacy and the audience’s passion for the sport.

The effort celebrates the late Ashe’s changemaker spirit, bringing to life a match between a live-action version of Arthur Ashe and animated representations of the opponents and obstacles he faced during his lifetime. We follow Ashe from segregated tennis courts in Richmond to changing the game with his historic U.S. Open victory. Playing against a mist of uncertainty, Ashe battles against apartheid, heart surgery and even HIV.

The judges admired how this campaign tied insights to execution, “creating a compelling overall story that embodies the changemaker ethos and spirit.”

Silver

Jazz Pharmaceuticals and Area 23
HER2.0: Innovation Beyond Breast Cancer

Jazz wanted to tell oncologists that there was finally a viable next-generation upgrade in gastrointestinal cancers. And it needed to elevate the visibility of Jazz Pharmaceuticals. This gorgeous campaign does both, with beautiful images that are both familiar and different, transforming human anatomy into modern art. In these vibrant posters, HER2.0 plays on next-generation HER2 treatment alongside a reimagined gastrointestinal tract, using fur, glass and 3D renderings. The campaign delivered an estimated 8:1 ROI, well above expectations.

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