The Web Marketing Association is proud to present this 2024 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Pharmaceuticals Integrated Ad Campaign
In a world where two COVID-19 vaccine companies dominated the market, the goal of our Be Choosy campaign was to make people aware that there was a different type of vaccine available. One that was NOT an mRNA vaccine. Instead, the Novavax COVID-19 Vaccine, Adjuvanted uses traditional, protein-based technology.
Bold, vibrant colors, eye-catching animation, and a distinctive yellow circle formed the basis of our look and feel. From disruptive social media and TikTok ads to a dynamic website and online video, our campaign was everywhere. People saw our digital out-of-home ads in malls and airports, and at big-name arenas during college basketball games. We reached a huge audience—anyone 12 years and older who was eligible for a COVID-19 vaccine.
The Be Choosy campaign helped spread the word that people have a choice when it comes to their next vaccine, and it ultimately helped protect millions of people from COVID-19.
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Contributors:
| Chief Creative Officer: | Dina Peck |
| Associate Partner, Group Creative Director: | Tom Galati |
| SVP, Associate Creative Director, Copy: | Caroline Fish |
| VP, Associate Creative Director, Art: | Danielle St. Pierre |
| VP, Group Copy Supervisor: | Jennifer Cohen |
| SVP, Associate Design Director, XD: | Tay Duran |
| VP, Digital Design Lead: | Jesse Ackerman |
| VP, Group Account Director: | Suzanne Quinn |
| Senior Account Executive: | Sean Gunter |
| Senior Project Manager: | Garrett Clare |
PATIENTS & PURPOSE
Location: United States