MEDIMMUNE wanted people to know that after 70 years there was finally a choice in flu vaccines.

So, they asked the question, “Would you rather have a shot in the arm or a spray in the nose?” Then developed a bold multi-media campaign around the answer: I Pick My Nose.

The rich digital experience included an integrated site, films, YouTube teaser banners and a proprietary channel, and partnerships with popular sites to run our films and TV spot.Social media picked it up and spread it across the web. The resulting 254 million online impressions and 900k video views proved that a lot of people chose to pick their noses.