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      Gold
      




      Moderna, Pix Producers and TBWA\Health Collective   
      Spikevax That Body
      




      When people get sick of the same old pharma stuff, it’s time to shake things up, which is precisely why this campaign’s impact is so much bigger than its budget of $2.3 million.
      




      Launched at a time when the world was exhausted by the very mention of COVID-19, it understood that a change of voice was essential. People didn’t want to hear any more about scientific heroism or see the same old “You could die from this — get vaccinated” scare tactics. By September 2023, booster rates had fallen to 3%, and only 28.2% of adults intended to get immunized. 
      




      In many ways, people had blocked the COVID-19 trauma from their minds and moved on with their lives, seeing the condition as low risk and tuning out any COVID-19 information and discussion, ultimately leading to low vaccination rates.
      




      Based on research into how people view health in this post-pandemic reality, it aimed to create ads that made people feel seen, included and healthy, not vulnerable, weak and afraid. Spikevax needed a life and personality of its own, treating it as just one of the rituals people do to stay healthy.
      




      So, it turned Spikevax into an action verb, showing go-getting consumers from every demographic ping-ponging, cold-plunging, hula-hooping and playing ball. Ads ran on CTV, OLV and social media, followed by awareness-focused reminders in display, social and print. It cemented Moderna’s position in the market, with brand awareness increasing 66%, twice that of rival Pfizer. Total market share increased by 30%, contributing to vaccinating more than 22 million people in the second half of the year.
      




      




      Silver
      




      Pfizer and Area 23   
      2 Things at Once
      




      Travis Kelce, the tight end for the NFL’s Kansas City Chiefs, is a celebrity who has found plenty of ways to charm audiences (not to mention Taylor Swift.) This campaign features the athlete discovering the joy of “2 things at once,” with the ultimate timesaving hack of getting  an updated COVID-19 shot when getting a flu shot in a single, convenient trip. Ads follow him as he imagines more time-savers, like grilling while mowing and recording a podcast while piloting a hot air balloon. When a competitor sneered at him as “Mr. Pfizer,” Pfizer turned it into a social media triumph, backed up by welcoming billboards.
      




      Click here to view 2024 MM+M Award Winners.