There are over 3 million people in the US who are immunocompromised and are stuck in a strange COVID-19 purgatory—fully vaccinated and boosted, yet not fully protected. They feel unseen, abandoned, and isolated as the world moves on without them. In fact, 76% of immunocompromised Americans already believed they would need supplemental protection against COVID-19 beyond vaccines. But only 26% were seeking it, often unaware that monoclonal antibodies could help with prevention.
In partnership with AstraZeneca, we created “Up The Antibodies,” a campaign that empowers people who are immunocompromised with a new choice, and a strong voice, in their ongoing fight against COVID-19.
CREDITS: Brian Wood, GCD/AD; Michelle Tucker, ECD/CW; Brett Dixon, CD/Copywriter; Bryan Lee, CD/Art Director; Eric Yohnka, ACD/Copywriter; Stephanie Faleschetti, Associate Design Director; Cassidy Schultz, Senior Art Director; Jules Herrick, Senior Copywriter; Aldo Gagliardi, Executive Producer; Lisa Wunsch, Senior Producer; Jeff Bridges, Actor, Co-Producer, Co-Writer; Scott Cooper, Director; T-Bone Burnett, Composer; Masanobu "Masa" Takayanagi, Cinematographer; Tim LoDolce, Editor, Cutters
Jeff Bridges Inspires Hope for Millions at Launch
We partnered with Oscar-winner, Jeff Bridges, who’s also immunocompromised, to share his near-death battle with COVID-19 which he contracted during cancer treatment. Reuniting Jeff with his close friends, Crazy Heart director, Scott Cooper, and composer, T-Bone Burnett, we brought his story to life in a way that was equal-parts cinematic and deeply personal to ensure his message of hope authentically connected with the immunocompromised community and those surrounding them.
Jeff Took His Message to The New York Times
We worked with Jeff to write a New York Times Open Letter featured in the Sunday edition of launch week as a personal message to the immunocompromised community which ran opposite page of a bespoke crossword puzzle for the immunocompromised, which was developed with the NYT puzzle master team. Our partnership also included a co-sponsored spot during The Daily podcast, which aired on the week after launch.
Kumail Nanjiani, Emily Gordon and Others Got Real About COVID
To build momentum around Jeff's message of hope, Kumail Nanjiani and his wife, Emily Gordon, led a roundtable discussion where they were joined by fellow immunocompromised patient and doctor influencers to spark much-needed discussion around the realities and challenges of their community while highlighting they finally have hope to move forward with the rest of the world while COVID remains a threat.
Our Campaign Surround Sound Expanded Reach
To further amplify Jeff, Kumail and Emily’s message of hope against COVID, we deployed strategically targeted tactics across social, influencer, digital, OOH, and advocacy channels to meet millions of immunocompromised people where they are.
Behind-The-Scenes
Here are a few moments from our production in Santa Barbara. This experience will be hard to beat for me (as both a creative and huge fan of his royal Dudeness). And Jeff taking a selfie with our team using his famous Widelux camera, which he's known to whip out to capture behind-the-scenes moments from his productions, was the perfect way to wrap an unforgettable experience.
Phase 2 campaign is underway and coming soon in 2023.