AS A GLOBAL GROUP COPY SUPERVISOR AT HAVAS LYNX NEW YORK, I WORKED ON THE GLOBAL LAUNCH CAMPAIGN FOR CAPVAXIVE, MERCK/MSD’S PNEUMOCOCCAL VACCINE DESIGNED TO HELP PROTECT ADULTS AGAINST PNEUMOCOCCAL DISEASE.
THE CHALLENGE WAS A BIG ONE: CREATE ONE UNBRANDED GLOBAL BRAND IDEA THAT COULD TRAVEL. THE CAMPAIGN HAD TO WORK ACROSS MARKETS INCLUDING SOUTH KOREA, FRANCE AND BRAZIL, EACH WITH DIFFERENT CULTURAL NUANCES, LANGUAGES AND REGULATORY REQUIREMENTS, WITHOUT LOSING THE HEART OF THE IDEA.
OUR CAMPAIGN, “THIS JUST CAN’T WAIT,” WAS BUILT AROUND ALL THE MOMENTS IN LIFE YOU COULD MISS WHEN PNEUMOCOCCAL DISEASE GETS IN THE WAY. FROM THE GLOBAL BRAND IDEA AND MESSAGING TO TV, RADIO AND A FULL 360°CAMPAIGN, EVERYTHING HAD TO BE ADAPTABLE ENOUGH TO WORK LOCALLY WHILE STILL FEELING LIKE ONE GLOBAL BRAND.
HERE’S THE ADLOB, SINCE THE ACTUAL SPOTS WERE ADAPTED AND PRODUCED BY EACH LOCAL AGENCY FOR THEIR MARKET.