MODERNA HOLIDAY 2023

Creative Director, Video Director

tag, Taylor James, Free Media

In ‘Tis The Season’, our whimsical grandmother character, reminds us the importance of vaccination during the chaos of the holidays.

This full-funnel vaccination campaign keeps COVID-19 prevention top of mind. Through character-led stories featuring community leaders : ‘Grandma,’ ‘Coach-Mom,’ and a football ‘Super-Fan’, the audience is reminded that self-care is community care. This campaign extension built upon TBWA’s tagline ‘Spikevax That Body’ and delivered social, ctv, broadcast, and digital assets.

‘TIS THE SEASON

Its the season where anything that could go wrong … So who will step in to save the day?

BRIEF

Position COVID vaccination as a routine part of care during back-to-school, holiday, and winter seasons.
Adapt the “SpikeVax That Body” creative for Holiday and Winter campaigns.
Develop and produce creative for full funnel, from high-awareness to conversion-focused campaigns.

CREATIVE STRATEGY

Our creative messaging strategy around winter was grounded in a health-conscious audience who stay active and are engaged in their communities. Knowing that COVID spikes during the winter months, we created a campaign targeted at winter sports enthusiasts and fans, leaning on the messaging: “Don’t Miss a Shot” and “Stay Up-to-Date.”

Targeted strategy approach: Unique Personas, Phased Messaging, Modular Creative, and Modular Production

EXECUTION

The campaign was developed and produced within six weeks at a fraction of traditional Tier 1 costs. We extended the holiday campaign into two additional spots, which were shot concurrently and ran in the following months.

VISUAL DEVELOPMENT

The minimal aesthetic draws the audience’s eye straight to the action, letting every gesture and glance shine. Playful pops of color and a crisp, contemporary tone keep each moment feeling fresh and delightfully unexpected.

‘Tis the Season, Plan for the Unexpected

You Spikevax that body, Help stay protected

–

Deck the Halls Festive

Always on Time

Never Miss a Gift

Keep the Family in Line

You plan ahead for the unexpected

‘Tis the season

To stay vaccinated.