Biotechnology company Moderna has launched its new brand campaign 'Welcome to the mRNAge' in Australia, exploring the endless possibilities of mRNA technology.
A suite of assets aims to create an approachable and inclusive connection with the audience, to expand Australians' understanding of the possibilities of mRNA technology.
TBWA\Melbourne was tasked with supporting TBWA\Chiat\Day’s existing global campaign, launched in April of this year.
The hero brand creative invites viewers to imagine the infinite possibilities of mRNA technology. Campaign assets feature a representation of an mRNA strand, interweaving through a series of scenarios where mRNA technology could be implemented.
The mRNAge campaign reinforces Moderna as an mRNA science company, focused on delivering the greatest possible impact to people through mRNA medicines.
The campaign steers clear of stereotypical medical advertising conventions, instead, showcasing the potential impact of mRNA research on developing new therapeutics.
Michael Azrak, GM of Moderna ANZ, said he hopes this corporate brand refresh will invite curiosity about the breadth of mRNA technology in addressing unmet medical needs.
“Our mission is to deliver the greatest possible impact of mRNA science to create a new generation of transformative medicines for patients," said Azrak.
"This campaign will aid in generating awareness for the unique intersection of technology, humanity and health at which we operate. We wanted to bring the potential of mRNA to life in a way that is interesting and inspiring to the general public."
While the Moderna brand initially garnered recognition during the pandemic, the company has been researching and developing mRNA medicines for more than 13 years.
The hero brand video is supported by a number of shorter TVC’s offering Australians the opportunity to learn more about what mRNA can do at www.aboutmrna.com.au.
The media strategy, executed by United, will see the campaign running across TV, outdoor, online, video, and Moderna owned channels from September to December in Australia.
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