Wyeth Prevenar: Who's the victim now?!

Award-winning campaign from the 2010 Hong Kong Effies. Leo Burnett promoted Wyeth Prevenar children's vaccines by using a lighthearted voice instead of a typical scary and serious tone, putting the bacteria as the centre of communication instead of the baby or the parent and personifying the bacteria as the victim facing their life-threatening vaccine instead of a baby facing their life-threatening disease.

Wyeth Prevenar: Who's the victim now?!

The Association of Accredited Advertising Agencies of Hong Kong Tel: (852) 2882 8161 Fax: (852) 2890 5083 Website : www.aaaa.com.hk Address: Suite 1906 Two Chinachem Exchange Square, 338 King's Road, North Point, Hong Kong

Agency: Leo Burnett

Media agency: OMD Hong Kong

Client: Pfizer Corporation Hong Kong Limited

Brand Name: Wyeth Prevenar

Product Type or Description: Pneumococcal vaccine

Category for this Entry: Pharmaceuticals/Medical Care

Campaign Title: Who's the victim now?!

SUMMARY

Promoting children’s vaccines had been difficult in Hong Kong due to the strict constraints of the advertisement ordinance...

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