Pfizer México's 'Visible Emergency' Exposes the Reality of Ambulance Care

Ogilvy Argentina and Pfizer México created ‘Visible Emergency’ to raise awareness and encourage vaccination against respiratory diseases. To do this, they designed an ambulance with transparent walls that allows them to see what happened inside the vehicle. The ambulance travelled the busy streets of México City, recreating an emergency to show in real time the risk of not being vaccinated.

"It is a great pride to be able to develop ideas that have a direct impact on society. And do it for a global brand, in a giant market like México. This campaign once again shows the potential of outdoor advertising to impact audiences," added Maximiliano Maddalena, CEO of Ogilvy Latina Sur

Pfizer reinforces its commitment to health with a shocking communication action: exposing the harsh reality of what happens in an emergency.

The ambulance travelled 200 km for 10 hours, making its way through the traffic jam and getting more than three million people to see the ambulance pass, make contact and experience the action.

"We knew it was a powerful idea, but when we were there in the streets of México City, we saw with our own eyes the real impact of this action. We managed to make visible a reality that was not seen and mobilize society. Knowing what happens inside an ambulance in an emergency makes clear the importance of getting vaccinated, " said the DGC of Ogilvy Argentina, Rodrigo Isaia and Alejandro Garone.