“Covid loves to mingle,” the 45-year-old recalled reading on a government billboard. The creative storyteller at Edmonton’s ZGM Modern Marketing Partners and his colleagues later came up with a series of public service ads for a campaign launched by the province last week.
Mr. Covid, or Creepy Uncle Covid, and his grey, oversized head with protruding red spikes and a wide twisted smile, is the main character in the $2-million campaign called “Covid Loves.”
Beaudoin says the anti-hero, like the novel coronavirus, can blend seamlessly into any environment and spread an infection that has killed thousands of Canadians. More