John Knecht

Millions of immunocompromised Americans did everything right. Got vaccinated. Got boosted. And still woke up every morning knowing it might not be enough. They weren't sick. But they weren't safe. They existed somewhere in between, watching the world declare the pandemic over while quietly wondering if it was over for them too.

So, we made a campaign for those people.

"Up The Antibodies," created with AstraZeneca, gave a largely invisible community a voice, a choice, and a reason to ask their doctor a new question: what if monoclonal antibodies could do what vaccines alone couldn't?

The insight was simple: 76% of immunocompromised patients already suspected they needed more protection. Only 26% were seeking it. The gap wasn't awareness of their condition. It was awareness of an option. So we closed it. With Jeff Bridges holding the room - actually make that holding a sun-bathed, grassy-green, tree-filled valley somewhere in Southern California…and Kumail Nanjiani and writer Emily V. Gordon bringing their own superhuman proof that it worked for them too…hope for millions springs eternal.