The Season
Campaign
Sanofi developed a “Wolf In Sheep’s Clothing” advertisement to warn people about the dangers of the flu and educate about the importance of getting FluBlok or FluZone Quadrivalent flu shot to fight against it.
Challenge: Our audience does not pay attention to traditional flu shot PSAs.
Idea: We capitalized on our audience’s love of movies and the popularity of horror movie releases during the fall season to create this season’s scariest blockbuster, The Season. Using Ice-T as our horrifying narrator, we alerted our audience that the scariest threat this fall is the flu.
Results
Overall, our campaign generated 2.6B+ earned impressions, 862.5K+ social engagements, 1.65M+ video views and 700K+ link clicks to schedule a flu shot.
Promo
Everyone loves the promo tour for a scary movie, so that’s what we did. We built anticipation for this year’s most serious threat: the flu.
Media
Sanofi, Ice-T partner on horror-inflected video The Season, a 'unique and edgy' flu vaccine campaign
Fierce Pharma
Ice-T’s warning: The flu season is coming, are you prepared?
MM+M
Why Ice-T Is Raising Awareness About Getting the Flu Shot
Heathline
Ice-T Stars in New 'Horror' Trailer for 'The Season' to Raise Awareness About the Flu Vaccine (Exclusive)
PEOPLE
Ice-T discusses partnership with Sanofi during flu season
Good Morning America
Ice-T discusses partnership with Sanofi during flu season
ABC
Awards
2024 PM360 ‘The Season’ - SILVER 2024 MM+M ‘The Season’ - Best in Influencer
Reflection: Let me tell you: no ISI real will ever be better than Ice-T’s . This was a first-of-its-kind campaign for the brand and the pharma category in general. Fans got excited, media was shocked, and the campaign was awarded at multiple award shows, but most importantly, we were able to convince tens of thousands of people of the importance of getting your flu shot.
I’m so proud our team’s very out-of-the-box idea was able to come to life in the way we imagined it to. I credit our success to our team’s ability to unite everyone – from client to creative to strategy to client experience – with a shared vision.
Role
Senior Copywriter
Video ideation, script development, social copy
Team
Agency: Weber Shandwick
Year: 2023
Group Creative Director: Erin Loonan
Art Directors: Liz Grant, Lindsay Miller
Copywriter: Patrick Linehan
Client: Sanofi