MERCK CANADA & CLOUDRAKER
GARDASIL9
Manic Pixie led the creative charge in crafting a fresh nationwide campaign for MERCK’s groundbreaking HPV vaccine, GARDASIL®9. By leveraging a mix of vibrant spots and engaging vignettes, we contrast the unpredictability of life with the reliable protection offered by vaccination with GARDASIL®9.
There are many things 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.
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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.
