Be a boring hero.
As the brand that’s all about the fighter spirit, Mucinex wanted to encourage everyone to do their part stopping Covid-19. In early summer 2020, as the weather started getting nicer, it was tempting to go out and socialize, especially for young people, who felt like the virus didn’t affect them.
When we picture a hero, we imagine caped avengers running into burning buildings, leaping, flying, and getting out there to save the day. But Covid-19 needed a different kind of fighter, one that just stayed home. Because when it comes to Covid-19, doing nothing is the most heroic act most of us can do.
We created posters that were a Bat-Signal call to stay home and stop the spread. We got renowned artist Noma Bar to create a series of superhero portraits that on second glance reveal the real hero inside — people loafing on couches, reading books, or hanging with their cats. While digital versions spread across the web, we stuck OOH in the faces of the people breaking the rules: near bars and beaches.
The results.
The New York Times, Business Insider, AdAge, Adweek, local newspapers, and news stations generated nearly 280 million earned media impressions. Paid media channels (digital, traditional, and OOH) generated 277 million impressions.
Marquee placement of the poster series included a full spread in USA Today Health’s section and a full-page wrap of The NY Daily News.