GSK

GSK was launching a new shingles vaccine for adults aged 65 and older, with a clear goal: build awareness, explain the risks, and grow a database of interested consumers.

We brought a familiar sense of discovery to the campaign with an interactive direct mailer inspired by a classic Viewfinder. The playful format sparked curiosity, introduced key facts about shingles, and invited readers to continue learning through a mobile-first interactive challenge. The mailer’s distinctive design was a key driver of the campaign’s success, turning education into an experience worth exploring.

In doctors’ offices, we extended the campaign through a simple, engaging brochure. A playful “scratchy” illustration style helped make the information approachable, clearly communicating how shingles risk increases with age.