Health Ministry Vaccination Campaign

In January 2021, the COVID-19 cases were growing and starting to average 3,500 cases a day. Just as the cases grew, so did the disbelief in vaccines among Romanian people due to many factors such as conspiracy theories and political figures discrediting the benefits of vaccines. The Health Ministry of Romania asked for a team, and I was appointed Art Director for a vaccination campaign.

The Ministry needed a new look. With a new vibe. Something inspiring, something positive. And most importantly, something human. They asked us to deliver a 360 campaign and a new visual identity. But everyone had to get vaccinated — at least 70% — so we could get back to normal. We created a concept around “unity” and made a call to action. A common mission. “Man by man, we stop the pandemic.” No matter how different we are, we all want to go back to our lives. And to be with our loved ones too. We used public figures from different environments, people with very different audiences, in front of the camera. We put them in contrast. They told us what they missed most from before the pandemic. And it was all the same.

As an Art Director, I had to create the visual part of the campaign. So, I created, alongside Marius Maris, our Creative Director, the visual system for the campaign.