Several of the minds behind the design of the much talked-about COVID-19 awareness campaign says they’re happy about the attention it has received.
Kurt Beaudoin of ZGM Modern Marketing Partners in Edmonton says more than 400,000 people have watched the company’s two “COVID loves” ads, which were put out last week.
The ads follow a man with a giant head that looks like the novel coronavirus as he enjoys parties, family gatherings and a Christmas dinner.
The ad company wrote the concept and then the practical “Mr. Covid” mask was made by hand by Travis Shewchuk, a Fort Saskatchewan-based artist.
Beaudoin says that much like COVID-19, the character he calls Mr. Covid or Creepy Uncle Covid is a real shape-shifter and can blend seamlessly into any place where people are gathering.
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Shewchuk worked with the agency’s concept and then sculpted the “one-off” mask entirely by hand in about five days, using various materials like hard plastic, foam, rubber, resin, and paint.
“It’s gotta still have a fun element to go with the comedy parts.”
Shewchuk added he loved the ad when he finally saw the finished version this week.
“It was such a whirlwind to build it that we didn’t really get to savour any of it that much,” he said. “We finally got to see it on the internet, then it’s popping up on TV and everywhere — and then seeing the response, not only across the province but the country.
“Everybody’s seeing it. So it’s been exciting in that way.”
Beoudoin says Premier Jason Kenney’s government had approached his agency to create a relatable campaign for people between 18 and 40 years old.
He says a couple more ads are coming ahead of Christmas and New Year’s, and Mr. Covid will be appearing on the video-sharing social media platform TikTok.
–With files from The Canadian Press
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