The cinema, outdoor and social media drive targets parents to get their children immunized this winter

It’s flu season, and this interactive and immersive experience encourages parents to get their child vaccinated against flu.

The cinema experience, which can be seen below, had a child break the fourth wall by sneezing on-screen in conjunction with water vapour sprayed onto the unsuspecting audience. A similar outdoor experience had a poster ‘sneeze’ on people as they walk past.

The campaign continues to gather exposure online, and is set to run in Manchester for the rest of January.

Agency: 21GRAMS, part of Real Chemistry

Director: Ethan Graham at Partizan

Directors of Experience films: Paul Wright and Rob Connor at Beautiful Productions

Campaign title: The Big Sneeze – Cinema

Client’s name and job title. Melanie Bierton, Multi Channel Associate. Andrew Binns, Head of Digital and Innovation, AstraZeneca

Creative agency: 21GRAMS, part of Real Chemistry

CCO: Tom Richards

Group CDs: Kevin Colquhoun and Gregor Findlay

Copywriter: Gregor Findlay

Art director: Kevin Colquhoun

Group Creative Production Director: Simon Kemp

Agency Producer Selina Day

Planner: Charlotte Stone

Account Lead: Hannah Bonnell

Media agency: Havas Lynx

Media planner: Tom Strangwick

Production company: Partizan (On screen) & Beautiful Productions (Experience)

Director: Ethan Graham (Partizan), Paul Wright and Rob Connor (Beautiful Productions)

Editor: Paul Wright

End Title Animation: Nick Mason / Matt Shaw

Audio post-production: Wave Studios Exposure: Cinema, online and outdoor.