GSK

Hacking an entire country the way shingles hacks your nervous system.

the problem

If there’s a virus lurking inside 90% us, why don’t 100% of us know?

Hiding inside 90% of the human race is a virus, lying dormant; ready to strike at any time.

Shingles. Yeuch. Even the name sounds gross. And the thought of it being somewhere inside us, floating around in our spinal juices? Nope. No thank you.

So when GSK came to us asking for a campaign to educate the world about herpes zoster, we had an idea.

What if we take over people’s timelines the way shingles takes over our bodies? What if we hack our way into people’s lives, inconvenience them—cause a little pain.

GSK loved Project 90 so much, they didn’t want us to stop at a social influencer campaign. So, we kinda took over Argentina for a few days.

With just a few tweaks to the language (hZ-90 for ‘herpes zoster’), we proved that if you do brave work, and have a brave client, there’s not much you can’t make happen. In this case, it was letting an entire country know that shingles is nothing to be rash about.