AstraZeneca "The big sneeze" by 21Grams

21Grams, part of Real Chemistry, has created an immersive cinema, outdoor and digital campaign for AstraZeneca.

Encouraging parents to get their children vaccinated against flu this winter, the work includes a cinema ad featuring a "sneeze" delivered to viewers via a water spray, OOH ads that sneeze as people walk past, and "sneezing" social media posts.

Targeting Manchester for the rest of January, the work was copywritten by Gregor Findlay and art directed by Kevin Colquhoun at the agency. The production companies were Partizan and Beautiful Productions, with the cinema work directed by Ethan Graham.

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