AdCouncil and the CDC approached the biggest media companies in the world with a request for inventory and an open brief seeking help with COVID Mask Awareness. We pitched several options targeting different market segments, with a range of budgets and production constraints.

Two were selected out of dozens of other contenders from across WarnerMedia and other media companies.

#MaskUpAmerica targeted older generations who simply may not think masks have much benefit by evoking nostalgia and identifying masks with some of the most iconic characters in WarnerMedia’s content library. Every one should do their part.

If heros, superheros, villains, and even Rick from Casablanca can where a mask, so can you.

Both ideas were so successful, they were used on additional studio’s, platform’s, and broadcaster’s donated media.