Responses by Tyler Hampton and Matt Miller, creative directors, Venables Bell & Partners
Background: Team Rubicon and AdTechCares came to us to help launch and amplify a massive vaccination effort sponsored by the Veterans Coalition for Vaccination. The campaign needed to be optimistic and approachable to encourage participation and dispel any fear from misinformation. Broadly, the target was every adult in the country, but it was critical to be relevant to underserved and minority communities. Also, diversity was at the forefront of all our decisions. Much of the work is also being transcreated for Latinx communities.
Reasoning: This pandemic has affected everyone in some way, and we knew that everyone would need to participate in the solution. We wanted to create a unifying message that brought people together to do their part. Because this message came from the Veterans Coalition, we looked back to a time when the World War II homefront effort appealed to a common cause. We were inspired by the hand- painted artwork and positive messaging of posters like Rosie the Riveter, but wanted to give them a modern twist to reflect our current reality. It was truly an honor to participate in one of the most important efforts in our time.
Challenges: A tough combo: Urgency and COVID. It was extremely important to get this work produced and out into the world as quickly as possible. Also, the posters were labor-intensive pieces of artwork that required a lot of hand painting as well as organizing and pulling off a last minute safe photoshoot. It took a lot of late nights and problem-solving with our partners at Alice Blue and photographer Jim Hughes.
Favorite details: This is a campaign that truly needs to speak to everyone, so the posters needed to reflect that. The goal was to make the posters look vintage, but also represent modern America. We were fortunate to find such a great group of volunteers who embody the diversity of America, while also being able to reflect that in a positive and powerful way.
Specific demands: This project had the luxury of having truly outstanding media placements donated to support the cause. This included a range of high profile locations like Times Square, and digital and OOH placements of all shapes and sizes. While this is a huge benefit, it was also challenging to make the artwork fit in such a range of unique sizes. Luckily, our studio artist Jennifer Trull is amazing and always had great solutions.
Anything new: We learned that while this work was meant to rally everyone for a greater cause, in this case, the greater cause also rallied all of us to create something meaningful. We were able to team up with some incredibly talented partners as well as get amazing volunteers to be in the imagery. Everyone poured their souls into this because we all believed in the cause, and that personal commitment brought an extra level of excitement and energy to the work.