The Ultimate Knockout — Sanofi Recombinant Influenza Vaccine
Flu season hits hardest after 50. We gave Sanofi's recombinant vaccine a boxing glove, a purple colour system, and a message that landed harder than the virus itself.
2024
THE ULTIMATE KNOCKOUT.
Pharmaceutical campaigns have a compliance problem: the more potent the claim, the more cautious the creative tends to become. Legal disclaimers soften the message. Regulatory language dilutes the impact. The brief was to cut through all of that — and make 3x antigen power and 30% superior protection feel visceral, not clinical.
The metaphor was boxing. Influenza as a formidable opponent on the life stage. The recombinant vaccine as the fighter that simply hits harder — more antigens, more protection, more firepower in every dose. A purple-toned visual system signalled premium potency without losing authority: deep, powerful, distinctly Sanofi.
The creative challenge wasn't just making it look strong — it was making it feel strong while navigating the precise constraints of pharmaceutical advertising guidelines across three markets. Every visual decision was engineered to be aggressive in impact and airtight in compliance.
Large-scale OOH billboards deployed across major transit hubs — high-traffic visibility during peak flu season.
Visual system successfully differentiated the recombinant vaccine as the preferred, recommended choice in the UK, US, and HK for designated high-risk individuals aged 50 and above. Balanced aggressive creative metaphor with strict pharmaceutical regulatory requirements across three markets — no small feat.
