The COVID-19 crisis created a dramatic shift in priorities for citizens across the world.

Brands have been uncertain about how to advertise in a sensitive way in order to not alienate consumers struggling to come to grips with the pandemic, whilst maintaining a healthy business.

Without being able to continue with “business as usual”, many brands looked to create unique COVID-19-specific campaigns.

This report looks at which campaigns resonated well creatively with consumers during the pandemic, and highlights lessons for other brands looking to restart their advertising.

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