The brief

Pneumonia is one of the biggest killers of over 50s across Europe. A vaccination for the disease is something that this demographic should be seeking out from their doctors but how do we make that story in a positive, emotional way that is shareable but informative.

The story would need to be newsworthy and drive the audience to enquire more into the solution but as this was a piece of marketing for the pharmaceutical industry it also needs to be extremely conservative with promoting any particular drug.

The piece would need to work in countries across Europe and must feel as though it is representative of the diversity of Europe.

With two million video views in the first two months the campaign was a huge success, resonating across the entirety of Europe.

The piece has been released in over twenty countries across Europe and has received over 3 millions combined views.