Cannes Lions

PNEUMO23 VACCINE

PUBLICIS WORLDWIDE HONG KONG, Hong Kong / SANOFI AVENTIS / 2010

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Overview

Entries

Credits

Overview

Execution

We humanised the pneumococcus and called them “Pneumomen”. They were set loose in the city, in parks, clinics, public buses, markets, the underground, restaurants… And then we let them infect the elderly. How? Stickers were created to represent the virus. The Pneumomen stuck these on every elderly person they came across. No one could escape.

Outcome

So far, over 300,890 elderly have been vaccinated. Our video has 119,000 hits on YouTube and counting. The Pneumomen got the media talking and even the Hong Kong government has supported this movement.

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