A disease awareness campaign using real patient testimonials to communicate the pain, severity and susceptibility of shingles and it’s complications. With the insight that ‘90% of people over 50 already carry the virus that causes shingles’, we developed a global modular design campaign that used templates and creative guidance to allow local markets to tailor the messaging and design to each audience. Working with China, Germany and the US markets to represent a global audience in 2 shoots, with over 14 talent to create over 100 video and static assets. The final outcome is a modular campaign with 30s ads, digital OOH, A5 booklets, digital banner ads, a microsite, social media content and print ads, all of which can be translated and localised by GSK markets globally.