Pfizer, six films | LOBO Creative

Overview

Six films, one client, two registers. For Pfizer’s seasonal campaigns LOBO drew a world in single-line ink where a blue plaster does all the work: it becomes a park bench, a dinner table, a convertible pulling in for a pit stop. The Doodles case study gathers that campaign, and EverBlue, Prevnar and Comirnaty carry the same drawn world across the seasons. When the message needed a face instead of a drawing, My Reason put real people on camera, sleeves rolled. Two techniques, one system, and the idea decided which film got which.

Discipline

Pharma & Health

Studio

LOBO Creative

Group

lobo.cx

The result

What it did.

Campaign results as reported by Pfizer for The Doodles, the 2024 seasonal COVID-19 vaccination campaign. Placement counts from the out of home buy.

140m+

impressions across the out of home buy

films across two seasons

blue plaster doing every job in the frame

Out of home

Drawn small, run enormous.

The whole campaign is one continuous ink line and one blue plaster. That is a brave thing to blow up to the size of a building, because a single line has nowhere to hide: no texture, no gradient, no photography to carry it. It went up in Times Square, down the subway walls and along the bus shelters at full scale, and the drawing held.

Client

Pfizer

Campaign

The Doodles

Media

Out of home, Times Square, transit

Reach

Over 140 million impressions

The Doodles campaign running across full building screens in Times Square — Times Square, the drawing at building scale

A Pfizer Doodles billboard wrapping a Times Square building by day — Daylight, and the line still reads

The Pfizer Doodles billboard lit blue in Times Square at night — The same site after dark

A subway wall wrapped end to end with the Pfizer Doodles artwork — A platform wall, wrapped end to end

A subway entrance with Pfizer Doodles artwork reading Make the most of your commute — Make the most of your commute

A bus shelter poster about scheduling a COVID-19 shot from an ice skating rink — Bus shelter, and the joke lands in one line

A bus shelter poster reading You are prepared for the ice, what about for COVID-19 — The same idea, another corner

A roadside Pfizer billboard reading Make a pitstop for an updated COVID-19 shot this season — A pitstop, drawn as a plaster

A street level Pfizer Doodles billboard above a diner called The Counter — Street level

Pedestrians below the Pfizer Doodles screens in Times Square — From the pavement

The drawings

One plaster, every situation.

The plaster is never just a plaster. It is a park bench, a dinner table, a swimming pool, a cable car, a subway carriage, an aeroplane seat. Everything around it stays as a thin black line so the only colour on the page is the thing the campaign is actually about.