A Gold Winner and a beautiful film craft for Moderna: Ashe Versus (US)
Moderna Celebrates Change with Tennis Legend Arthur Ashe
In 2023, Moderna sought to move beyond its COVID-19 vaccine association and establish a distinct brand identity. Partnering with the US Open, they launched the “Ashe Versus” campaign, a unique concept that celebrated the transformative power embodied by tennis champion Arthur Ashe.
The campaign showcased a live-action Ashe battling animated opponents representing the challenges he faced throughout his life. The film was surrounded by a full suite of in-event activations, social media, and cut-down TV spots featured on ESPN. It follows Ashe from segregated tennis courts in Richmond, to being the first Black man to win the US Open, to his battles against apartheid, a heart attack, and HIV, highlighting Ashe’s resilience and his fight for equality.
By the end, Moderna celebrates Ashe as a legendary Change Maker—connecting his contributions and values to the brand’s strategic North Star: This Changes Everything