AD SPOT ON TICK-BORNE ENCEPHALITIS

Tick-borne encephalitis: a disease that can be fatal, but fortunately there is a very good protection against it in the form of a vaccination.

This is a concise summary of the brief we were given to create a spot for TV and social media.

The assignment was straightforward. The task was not. The pharmaceutical industry has strict regulations in place that severely limited the possibilities for presenting the campaign in the desired manner.

This type of advertisement must not convey any sense of fear, nor should it imply the seriousness of the disease. It must not feature a doctor, nor should it involve a well-known person. It must not be overly dramatic. The characters in the advertisement must not appear frightened; their emotions must not be exaggerated. And we can count 325 more “musts” and “must nots”. Maybe even a few more.

The task was challenging, and we had to carefully balance creative concepts with the strict requirements to meet the objectives.

In the end, the spot was a resounding success. The vaccination results and the feedback from the client clearly show that we have done a great job.

Given the diverse nature of the campaign’s target audience, we decided to develop a range of tailored narratives, each designed to resonate with a specific group. The campaign comprises messages for parents, athletes, the elderly, people who enjoy gardening and more.
You can see the result for yourself!