Creating a flu shot spot… during a pandemic

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Amidst the COVID-19 pandemic, the Rite Aid drug store chain is offering seasonal flu shots and encouraging all age groups to get the vital shots as soon as possible to help maintain strong immune systems, keep communities thriving and play a role in minimizing the number of flu hospitalizations this year.

With health care providers and government officials cautioning a potential second wave of COVID-19, this flu season comes at an especially critical time and marks an important reminder for people to review any additional immunization needs.

To promote whole health and appeal to Rite Aid communities in a new and fresh way, the brand is working with Havas NY to unveil a new :30 TV spot, which highlights the flu shot, alternative remedies and a call to action to support your immune system.

Havas New York Chief Creative Officer, Harry Bernstein, shared with Reel 360 the challenges the agency faced creating an upbeat flu spot in the middle of a pandemic: “In this spot, we created an abstract world to show the merging of traditional medicine and alternative remedies at Rite Aid. However, we did want that world to feel real in a sense and reflect how we are interacting during this Covid-era. The message is about flu and the masks help provide context to reflect today’s world” Watch below: 



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“Of course, we are in challenging times and this campaign is about holistic health, which is now more relevant than ever. Positivity is carried through in the work with the message that Rite Aid is here to help,” Bernstein noted.

For production during the pandemic, the agency creatively brought together a multi-piece, mobile set to weave together a succinct story, layered with several health-forward messages for the Rite Aid brand. 


CREDITS:

CLIENT: RITE AID
  • CEO: Heyward Donigan 
  • CHIEF PHARMACY OFFICER, EVP: Jocelyn Konrad 
  • COO: Jim Peters
  • CHIEF MARKETING & MERCHANDISING OFFICER: Erik Keptner 
  • VP, CREATIVE SERVICES: Cindy Schauer
  • DIRECTOR OF MARKETING: Karin Long 
AGENCY: HAVAS, NEW YORK
  • CCO: Harry Bernstein 
  • CEO: Laura Maness
  • PRESIDENT & CHIEF STRATEGY OFFICER: Tim Maleeny 
  • GROUP CREATIVE DIRECTOR: Tommy Troncoso 
  • GROUP CREATIVE DIRECTOR: Nazly Kasim 
  • SENIOR ART DIRECTOR: Matt Consolazio
  • COPYWRITER: Chris Chen
  • MANAGING DIRECTOR & HEAD OF ACCOUNT MANAGEMENT: Morgan Seamark 
  • GROUP ACCOUNT DIRECTOR: Ethel Uy
  • SENIOR ACCOUNT MANAGER: Drew Raabe 
  • HEAD OF PRODUCTION: Cathy Pitegoff
  • EXECUTIVE PRODUCER: Erica Brugman 
  • HEAD OF STRATEGIC PLANNING: Alexis DeMontaigu
  • GROUP STRATEGY DIRECTOR: Jill Howell 
  • PROGRAM MANAGER: Jill Jandl
PRODUCTION COMPANY: 1ST AVENUE MACHINE
  • DIRECTORS: Mathery 
  • EXECUTIVE PRODUCER: Michaela Mckee
  • EXECUTIVE PRODUCER: Sam Penfield 
  • PRODUCER: Mike Capon 
  • EXECUTIVE PRODUCER: Nick Litwinko
  • HEAD OF POST PRODUCTION: Christos Mountzouros 
  • LEAD ARTIST/VFX SUPER: John Loughlin 
  • EDITOR: Eric Wais
  • SENIOR PRODUCER: Sue Romweber
  • DIRECTOR OF PHOTOGRAPHY: Matthew J. Smith 
  • PRODUCTION DESIGNER: WIll Field

SOURCE: Havas, New York

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