role: executive producer
In early 2021 the United States, along with much of the world, was at war with an invisible enemy. While mass vaccinations had begun, the battle to beat COVID-19 was still raging. We set out to make a lighthearted campaign to take the fear out of getting vaccinated and unite a divided America behind the largest mobilization in modern history.
The campaign draws inspiration from the art and messaging of classic WWII and Rosie-the-Riveter style posters but reimagines and reinterprets that spirit for these times and this cause. A diverse collection of hand-painted portraits spread messages of positivity, service, and a little bit of humor nationwide across digital, social and OOH that ran both in English and Spanish.
From billboards in Times Square to bus stops in Tallahassee, our campaign delivered over 5B impressions and, more importantly, the Veterans Coalition administered 1M+ vaccines to underserved communities.
client: Veterans Coalition and Ad Tech Cares (part of the Ad Council)
agency: Venables Bell & Partners
production company: Lumberyard Productions