When asked to develop a campaign for CMS around COVID-19 boosters for the older population, the focus turned to nostalgia pretty quickly. For a time before the pandemic, when time spent with family and friends didn't involve worry. So we chose to show that the best times don't have to be over once they're protected.
By putting both the literal and figurative focus on the minutes in life to be savored, a visual treatment came to life. The intended look and feel called for tailored imagery, and a 1-day shoot planned for commercial footage led to capturing still imagery as a bonus.
These elements were used across traditional and digital media. From regional newspapers and radio spots, to social media and digital OOH. We met the audience where they were, and encouraged them to seize the moment. Thanks to their booster.
This campaign came at the perfect time, as booster efficacy was being questioned and people were tuning out on "breaking Covid news." The message was important, but the spoonful of sugar didn't hurt." – Senior Public Affairs Manager
