The Season
The Season
Client: Sanofi
Role: Creative lead for the flu portfolio. Led pitch, creative concepting, execution, and full programming in collaboration with strategy, digital, influencer, and client experience teams.The Situation
Since 2010, the CDC estimates that between 70 and 85% of flu related deaths have occurred in people 65 years and older and despite older Americans bearing the greatest burden of severe flu, prevention continues to be an afterthought.The Idea
We decided to build on McCann's branded flu advertisement by capitalizing on our audiences love of movies and popularity of horror/thriller releases and PR stunts to inspire at-risk older adults to take preventative action by getting a Sanofi high-dose flu shot. 
People
Ice-T stars in new ‘horror’ trailer for ‘the season’ to raise awareness for the flu vaccine
We knew we had to get really crafty to make an impact…
…so we had Ice drop a teaser for ‘this fall’s hottest thriller’ followed by the drop of a trailer, and a short ‘making of’ film.
Which low key sent his followers on a rollercoaster of emotions. Exactly what we wanted.
THE HEADLINES
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Sanofi, Ice-T partner on horror-inflected video The Season, a 'unique and edgy' flu vaccine campaign
FiercePharma
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Ice-T’s warning: The flu season is coming, are you prepared?
MM+M
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Why Ice-T Is Raising Awareness About Getting the Flu Shot
HealthLine
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Ice-T Stars in New 'Horror' Trailer for 'The Season' to Raise Awareness About the Flu Vaccine (Exclusive)
PEOPLE
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Ice-T discusses partnership with Sanofi during flu season
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Ice-T discusses partnership with Sanofi during flu season
ABC
AWARDS & REFLECTIONS
2024 PM360 ‘The Season’ - SILVER 2024
MM+M ‘The Season’ - Best in InfluencerReflections: This type of branded PR campaign was a first for our client and for Sanofi so I knew I needed to bring the heat. So yes - that obviously meant reading our script in the voice of the wolf in every legal & regulatory review. By the end, they were asking if we actually needed Ice-T ...or if I could just do it. 💁🏼♀️ And this is where my new name 'Flu-nan' was bestowed upon me. It takes a village
Group Creative Director: Erin LoonanAssociate Creative Director: Liz GrantSenior Copywriter: Patrick LinehanSenior Art Director: Lindsay MillerExecutive Producer: Jennifer ZarrilloDirector: Zack Resnicoff