Pfizer and Havas Life New York
Marvel Everyday Heroes Presented by Pfizer and BioNTech

While older Americans were enthusiastic about boosters for their COVID-19 vaccines, younger people lagged behind. By September 2022, fewer than 10% of adults aged 18-44 had received the booster shot.

Pfizer decided it was time for a superhuman solution, partnering with Marvel for a campaign our judges called “a brilliant way to break through pandemic fatigue.” The ultra-focused Everyday Heroes campaign used emotional storytelling to fulfill all its educational objectives. And it bounded across geographies, demographics and generations.

It also played on a critical insight. Some of the main drivers for getting a COVID-19 booster are to protect self, family members and those close to us. 

Could any group provide better protection than Marvel characters?

An original comic book adventure follows past and present storylines as the Avengers engage in battle against Ultron, a villain who adapts after each fight and keeps coming back. The comic book tells an exciting tale while inspiring personal action to help protect against COVID-19 by encouraging people to stay updated with their vaccinations.

The unbranded patient activation campaign built on adults’ trust and relationship with Marvel, inspiring them to help protect themselves and others with a booster dose.

The effort launched with 880,000 printed comic books. Posters appeared in healthcare offices and pharmacies. Other tactics included display banners, social media stickers, ads, posts and stories. And it worked, with 70% stating an intent to vaccinate or receive the booster.

Praised one judge: “This is an excellent use of digital and print for an effective marketing ecosystem.”


AstraZeneca and 21Grams
A Touch of Flu

These high-impact ultra-violet demonstrations dramatize the ease with which kids spread flu germs — and had judges sprinting for the hand sanitizer. But more importantly, it convinced parents to get flu shots for their kids. This powerful visual effort broke through their inertia and the campaign performed 53% better than expected, resulting in the vaccination of 80,000 kids.