— PROJECT NAME
That Vaqta Feeling
— PROJECT TYPE
Branded HCP Campaign Refresh
— ROLE
Copy Supervisor
— CLIENT
Merck & Co. Inc.
— DATE
August 2019
The Problem
Clinical trial data showing VAQTA’s 100% efficacy is remarkable—but facts alone, no matter how impressive, don’t always stick. While the number itself is powerful, physicians are inundated with statistics daily, and without an emotional hook, even the most extraordinary results risk becoming just another data point.
The Strategy
Transform a clinical statistic into an emotional experience. By shifting the focus from the number to the feeling a doctor has when providing patients with unbeatable protection, we could create a brand association rooted not just in science, but in joy, pride, and satisfaction.
The goal was to make that feeling instantly recognizable—and unforgettable.
The Idea
That VAQTA Feeling—an illustrated campaign that personifies the elation of delivering unmatched vaccine efficacy. By pairing whimsical, uplifting visuals with headlines that connect physician dedication to VAQTA’s proven performance, the work invited viewers to smile while reinforcing the brand’s clinical achievement.
The Execution
- Illustrated Characters: Playful, colorful depictions of healthcare professionals in exaggerated, feel-good scenarios—riding a unicorn, meditating mid-air, or rocking out onstage—symbolizing the joy of providing 100% protection.
- Headline Formula: “That feeling when…” copy was leveraged from popular internet culture and tied the emotional payoff directly to VAQTA’s scientific proof, reinforcing the link between efficacy and satisfaction.
- Color & Tone: Bright purple backdrops and minimalist vector art created a cheerful, approachable aesthetic distinct from traditional pharmaceutical advertising.
- Science + Emotion Balance: Each execution delivered the hard fact of 100% efficacy alongside a visual that turned it into a memorable, ownable brand moment.