Paper Moose wins The Pitch 4-0 segment in the season return of Gruen
In Gruen’s first episode of the year, Paper Moose and AnalogFolk were asked to create ads convincing Australians to get vaccinated against COVID-19 – a topic that dominated the show.
AnalogFolk kicked off with an ad asking why people ignore those they care about, but listen to strangers on the internet spreading misinformation.
Paper Moose then used a high pressure situation to explore how “we don’t question the science when our lives depend on it, so why question it when millions of lives depend on it”, reassuring viewers, “Science has our back” and to get the vax.
Russel Howcroft commented: “The first commercial from AnalogFolk, I think that was really well made. However, the insight from Paper Moose, in particular the idea that the brand matters, when there’s a bigger thing at play, it really appealed to me enormously.”
Panellist Sunita Gloster enjoyed a chuckle, with Dee Madigan saying Paper Moose’s ad “felt more cohesive and I think it addressed one of the barriers in a way that didn’t get your back up”.
Todd Sampson chimed in with agreement, adding: “I think there was one clear winner there, and it won. I thought that to take one of the big concerns that anti-vaxxers have, and then to dramatise it in that way – by the way I thought they could have gone serious or funny with it, both would have been powerful – I thought the second one was much better.”
Being a hybrid creative/production agency gave Paper Moose a slight advantage as the spot was written, shot and edited entirely in house.
It’s the third season in a row that Paper Moose has taken victory, with a draw the year before.
Producer: Isabella Torv
Creative Directors: Jeremy Willmott, Kate Holdsworth
Director: Nick Hunter
Director of Photography: Dimitri Zaunders
Editor: Oliver Trauth-Goik
Sound Mix: Andreas Dominguez
Designer: Jason Fidel
Animator: Fuzzy Ghost
Makeup: Candice Hickson
20 Comments
please?
https://twitter.com/GruenHQ/status/1448226504991813632?s=20
https://iview.abc.net.au/video/LE2127H001S00
21’55”
of COVID are utterly miniscule. Especially if you’re under 60 and otherwise healthy. See for yourself.
Re: Analog Folk, sanctimoniously denouncing pro-choicers as people lost to anti-vax conspiracy theories. More of an ad against government overreach ruining our lives than it is an ad arguing for vaccinations.
Do better.
another victim of foreign disinfo campaigns
Is idea 2. Great spot. The guy pitching Idea 1 didn’t even seem that enthused about his idea!
Congrats, but the ‘4-0’ swipe seems a bit gross.
Reckon agencies might back away if it gets used as a promo tool, rather than just a bit of fun.
It’s a missed opportunity not to feature an entire program or several weeks’ worth of pitches on this subject. It means we’ll be able to see numerous approaches to this brief, encumbered by the usual government checklist.
We always get asked but if you look at the agencies that participate its gone from the best at the beginning to the ‘well not the best’ at the end. Its hard for Gruen as the viewers love it but Ive no idea why agencies participate in it.
This agency loves pr-ing their Gruen wins and for the life of me I dont understand why. Who cares? Show us some client work.
Oh dear, there is always one of you lurking here.
Good grief.
Luckily, with over 90% of Nsw adults getting vaccinated – and the rest of the states rapidly doing the same – you and your nut job mates are in a firm minority.
Do better champ.
Again. Like these ads. And every other ad. You don’t address the argument. You just blindly cast the vaccine as ‘the good thing to do’ and call everyone who questions it a nutjob.
Appeal to the numbers. Nice (not to mention how many were coerced into it by governments, employers). How very creative of you. What was that ol’ BBH ad? When the world zigs, zag?
“Being a hybrid creative/production agency gave Paper Moose a slight advantage as the spot was written, shot and edited entirely in house.”
How is this an advantage? Not disagreeing, just curious. Sounds more like plug than a truth
Hegarty didn’t mean “ignore formidable evidence and do the opposite for the fuck of it” when he encouraged people to Zig.
You can be sure that when that ad for Levi’s was created they didn’t factor in the possibility that it would be used to argue the pros & cons of Covid vaccination 30 years later. I remember the ad well, and it’s message was ‘when everybody else is wearing blue jeans, wear black ones’. No more, no less.
Further, it’s a very poor taste move to to announce your little victory like this. So smug and small time.
It got worse. They even gave one of the agencies a trophy. Maybe participation certificates next episode
In these segments you have to produce the work on your own back – which often involves pulling in favours from third party supplies for production. It would make it alot easier if you can do it all yourself.
Lol agree. Had to reread the headline as I was baffled why an agency would PR this. Embarrassing.
Or are you sore losers? Maybe your guy should have shown more passion for your ad! Oh and less time on production and more on idea.