YOUR COUSIN GETS VACCINATED
To help people feel more positive about getting the COVID-19 Vaccine we used the "Your Cousin From Boston" character to show people how easy it is. Hell, if he did it, then anyone can.
CASE STUDY
Many Sam Adams’ drinkers (men in their late 20s and 30s) were some of the least likely Americans to get vaccinated. So why not go right at them.
Your Cousin From Boston got vaccinated in a first-of-its-kind comedy PSA. Then Sam Adams offered anyone who got the shot a free beer, becoming the first beer brand to do so… Budweiser followed suit a few weeks later.
Role: Associate Creative Director Partner: Anthony DiMichele
CD: AJ Warren & Brett Beaty
Director: Win Bates