MullenLowe New York creates spoken word campaign to drive Covid-19 vaccinations and bring 'a shot of normalcy' to the US.
Agency: MullenLowe New York
SVP, Executive Creative Director: Chris Rowson
VP, Creative Director: Karen Goodman
Senior Art Director: Dan Pappas
Senior Copywriter: Colin Frawley
Executive Producer: Perry Kornblum
Business Affairs: Kayleigh Ristuben
VP, Strategy Director: Andrea Schulz
Strategist: Christian Marchant
VP, Group Account Director: Crystal Todd
Account Supervisor: Emma Rosenbaum
Account Executive: Caitlin Fryer
Audio: Sonic Union
Sound Engineer: Rob Ballingall
Film Editing: Exile
Editor: Christopher Fetsch
As the healthcare industry works to encourage consumers to get the Covid-19 vaccination, MullenLowe New York created a spoken word campaign launched during National Poetry Month for its client, Banner Health, a nonprofit health system based in Arizona.
The audio and video spots were written to address this pivotal moment in pandemic culture, and introduce the hope and optimism that the vaccine can bring, reframing and celebrating it as ‘a shot of humanity’. The poems, which were crafted by Colin Frawley (copywriter) and Dan Pappas (art director) and performed by Adrian Michelle, were inspired by Amanda Gorman’s words and readings.