AGENCY
Amanda Kitchen , Executive Creative Director
Andy Lumsdon, Creative Director
Steph Braun, Associate Creative Director
Henry Lee, Senior Art Director
Jon Cogan , Managing Director
Juliana Aristizabal, Group Account Director
Audrey Lorange, Senior Brand Strategist
Alexandra St-Pierre, Senior Digital Strategist
Marie-Pierre Lemieux, VP Production
Eric Salpeter, Senior Project Manager
Marty Martinez, Chief Creative Officer
Jeanette Ng, Digital Design Lead
Mélissa Lépine, Producer
Allan Schwartzenberg, Producer
Pierre-Marc Lachaine , Videographer/ Director
Pierre-Luc Potvin, Integrated Producer
Ivica Milosavljevic, Studio Manager
Maxence Schlenck, Motion Designer
Andrew Kwan, Project Manager
Jennifer McCann, SVP Medical Strategy
Elsa Rodriguez, CX Strategy Director
Heather Tuer, Account Supervisor
Beverly Teeple, Account Supervisor
Priya Singh, Account Director
School Editing
Taylor McWade, Editor
Brian Wells, Editor
Fort York VFX
Marco Polsinelli, Lead Flame Artist
Pirate Audio
Tony Eymundson, Audio Director
Partners Film Inc.
Trevor Gourley, Director
Gigi Realini, Executive Producer
SUMMARY
In early 2022, Omicron was exploding across the country and Moderna was ready to help with 20 million booster doses. The problem? Canadians were postponing their boosters to avoid “mixing and matching” brands. With only 19% market share in the primary series, Moderna needed to act quickly to instill confidence.
The “Choose to Boost” campaign empowered Canadians by bringing back something we had all been missing: Choice. In just a year, market share increased to 46%, and 70% of Canadians became comfortable receiving a different booster than their primary series.
