MSD: Because Life Awaits

Role: Art Director, Head of Studio/Brand Custodian

The context:

Off the back of a highly successful campaign in 2022, we came back in 2023 to once again educate Australians about the availability of COVID-19 antivirals.

The problem:

Older Australians are at high risk of severe COVID-19 but widespread fear of COVID-19 is stopping them from leaving their house to access doctors who can prescribe them antivirals for COVID-19—a medicine which could greatly reduce their risk of hospitalisation and even death. We want to encourage them to see their GP straight away if they test positive—because life awaits, and antivirals means you're one step closer to getting back to the things you love doing.

The output:

A major 360 campaign comprising of TVC, OOH, Radio, Social & Digital.

Results:

11.6m OOH impressions

11.3 programmatic ad impressions

4.2 million digital video views

826K GP and pharmacy screen views

84% year 1 market share

8,526% brand growth year on year

The success of our campaign culminated in over $433,224,375 in PBS reimbursements.