Gardasil®9

“ There are many things in life you can’t prevent ”

Client: Gardasil®9

Advertising Campaign Commercial Pharma

For Gardasil®9, the client needed a bold new direction that could cut through vaccine fatigue in the wake of COVID. Our solution was a modular campaign built around strategic storytelling — a series of spots featuring different situations that could be rotated and released throughout the year to stay timely and relevant.

At the heart of the idea was a simple insight: there are many things in life you can’t prevent. From everyday mishaps to unexpected moments, we used relatable, lighthearted scenarios to highlight the contrast — while you can’t prevent everything, you can prevent HPV with the Gardasil®9 vaccine.

This innovative approach reframed the conversation, bringing levity to a serious topic while driving awareness of vaccination’s role in preventing HPV-related diseases.

Gardasil9 “Prevent It” Female

Gardasil9 “Prevent It” Male

Gardasil9 “Bad Timing”

Gardasil9 “Basketball”

Gardasil9 “Traffic”

Modular storytelling

To ensure the campaign spoke inclusively to both men and women, we developed a suite of creative assets designed to educate while engaging audiences in relatable ways. This included 12 distinct :15 spots, each crafted to deliver clear, digestible facts about HPV in a format that felt quick, relevant, and easy to absorb across multiple media channels.

In addition, we created two :30 spots that leaned into a more narrative, “day-in-the-life” approach. By following real-world scenarios and weaving in key educational messages, these longer pieces provided space for storytelling with greater emotional resonance — helping to contextualize HPV prevention in everyday life.

Together, this mix of short, fact-driven spots and longer, story-led films allowed the campaign to balance education with empathy, ensuring audiences stayed both informed and connected to the message.

Media thoughtfully handled by our friends at Panoply.

“There are many things in life
you can’t prevent”