GARDASIL®9
Manic Pixie led the creative charge in crafting a fresh nationwide campaign for MERCK’s groundbreaking HPV vaccine, GARDASIL®9 with strategy by Cloudraker. We contrast the unpredictability of life’s challenges with the reliable protection offered by vaccination with GARDASIL®9.
There are many things in life you can’t prevent.
A STARK DEPARTURE FROM THE PREVIOUS GARDASIL®9 CAMPAIGN, THE CLIENT NEEDED SOMETHING THAT WOULD CUT THROUGH THE INHERENT VACCINE FATIGUE FOLLOWING THE COVID PANDEMIC. THE STRATEGY AND APPROACH WAS TO DEVELOP MODULAR SPOTS COMPRISED OF VARIOUS SITUATIONS THAT COULD BE ROLLED OUT AT DIFFERENT TIMES THROUGHOUT THE YEAR - WHAT WE REFER TO AS “STRATEGIC STORYTELLING”.
THE INSIGHT THAT “THERE ARE MANY THINGS IN LIFE YOU CAN’T PREVENT” OPENED THE DOOR TO DEVELOP RELATABLE SCENES AND SITUATIONS WITH SOME LEVITY AS A CONTRAST TO THE READILY AVAILABLE PREVENTION OF HPV WITH THE GARDASIL®9 VACCINE.
THIS INNOVATIVE APPROACH AIMED TO ENGAGE AUDIENCES IN A REFRESHING WAY, SPARKING CONVERSATIONS AND PROMOTING AWARENESS ABOUT THE SIGNIFICANCE OF VACCINATION IN PREVENTING HPV-RELATED DISEASES.
:30
Modular Storytelling
BALANCING SITUATIONS FOR BOTH MEN AND WOMEN, WE CAREFULLY CRAFTED 12 UNIQUE :15 SPOTS THAT EFFECTIVELY AIMED TO EDUCATE THE PUBLIC BY PRESENTING A SERIES OF RELEVANT FACTS ABOUT HPV. ADDITIONALLY, WE DEVELOPED 2 X :30 SECOND SPOTS THAT TOOK A STORY-FIRST, DAY-IN-THE-LIFE APPROACH TO DRIVE HOME KEY MESSAGES.
Credits
Product: Gardasil 9
Agency: altavia.cloudraker
Account Director: Sabrina Cohen
Account Supervisor, Health: Valerie Smith
Business Director, Healthcare & Pharma: Olivia-Gail Squires
Agency: MANIC PIXIE
Creative Director : MARK ROZELUK
Associate Creative Director: SASHA DOWNER
Associate Creative Director: YAN LI
Production Company: Big Pig Production Co.
Producer: Mark Delottinville
Director: Mark Rozeluk
Assistant Director: Conor M. O'Brien
Director of Photography: Santiago Trugeda
POST PRODUCTION: MANIC PIXIE
AC: Raihan Mobasherul
2nd AC: Joshua Smith
Stills: Jessica Crandlemire
Gaffer: Stefan Kuchar
Best Person Electric: Eric Campbell
Electric: Xander Smith
Key Grip: T.J. Richardson
Best Person Grip: Klein Alleyne
Grip: Josh Ladouceur
Swing: Shaun Corre
Genny Op: Steve Sinclair
Production Designer: Logan Graham Greene
Set Dec: Sid D’Souza
Set Dec: Jess Crupi
Set Dec: Sarah Delano
Set Dec: Wendy Wu
Casting: Hallihan Casting
Casting: Ashley Hallihan, CDC. & Ian Bender, CDC.
