GARDASIL®9
There are many things in life
you can’t prevent.
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.
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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.
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.
