Get people in Crete, Wilber, and Friend, Nebraska, to get their COVID-19 booster shots.

The big challenge here was making something that had been the focus of the entire world for the past two years new and exciting. No biggie.

We began by brainstorming all the different types of boosters in the world — booster seats, booster clubs, energy drinks, and turbos. Eventually, we stumbled onto video games. Video games provide lots of boosts to help players level up. We flipped this concept, and instead of leveling up, people were encouraged to “Boost Up.”

With that headline guiding the campaign, we designed various video game scenes in the iconic 8-bit style.

For the radio ad, we treated it like a movie or video game trailer, complete with video game sound effects to help people “Boost Up.”

The resulting campaign was fun and motivational, not dreary or serious like the majority of COVID advertising had been for the past two years. And, to be honest, the world needed more of that bubblegum pink color at the start of 2022.

The campaign included posters, digital, social, radio, newspaper, billboard, direct mail, and a rack card.

Radio spot: