Copywriter: Alexia Elizondo
AD: Natalia Reimers
The Ask: Create a campaign or experience that sparks belief in vaccines by reaching the audience in a different way.
The Insight: When playing video games, players choose immunity 100% of the time ––unlike in real life.
The Solution: Partner with Fortnite to create a new gaming mode that removes all defenses, revealing the irony of what life without defenses is really like.
A gamer’s ultimate goal is to win the game.
That means doing everything in their power to survive.
But what if we take away the things that help them survive?
The same way anti-vaxxers take away their protection in real life, by choosing not to vaccinate.
Through a partnership with Fortnite, we will launch a new impossible game mode: Real Life Mode. Where players can’t use the protections, arms, and immunity they are used to. The only literal way to gain in-game immunity is through real-life immunity.
Because not dying has always been the goal.
CASE STUDY VIDEO
LAUNCHING
REALIZATION
OUT-OF-HOME
SOCIAL POSTS
E-Munity REWARD
E-MUNITY REDEEM
