Lily: Prevnar 13

For a large pitch to Lily to launch their new pneumonia vaccine, Prevnar 13, Wunderman partnered with Y&R. The work that the team I led made it into the pitch. When launching new pharmaceutical drugs, companies often start with an unbranded campaign to educate the audience on that condition, then follow up with a branded campaign to launch the drug. We recommended the same strategy to Lily. The portion of the campaign featured here is an unbranded out-of-home campaign designed to raise awareness on the risks of catching pneumonia. The campaign helped win the business.