Sick of the same boring COVID content?

We were too.

IDEA Marketing came to us with a problem. Their client, the Colorado Department of Public Health, needed more people to “get boosted.” But two years of pandemic woes have created new challenges when it comes to disseminating information; we’ve all been bombarded with so much COVID-related messaging that it’s become difficult to cut through the noise and actually be heard.

The ask: find a way to cut through the COVID-related noise and inspire VIEWERS to take action IN ORDER TO PROTECT THEIR FAMILY.

We searched for a theme that would catch the attention of our audience and wasn’t a typical vaccine PSA that could easily fall on deaf ears. We needed to pique the curiosity of our audience, garner interest past the first 5 seconds, and deliver an effective campaign that isn’t immediately dismissed as just another vaccine ad.

With some wiggle room in the concept, we brainstormed as a team in order to craft the most effective way to communicate this important message. Piquing interest was paramount, so we knew we had to make a splash from the first shot. After honing in on our concept, we ran with that and created an animatic (basically making the whole spot with an iPhone) to convey our vision to the client in the clearest possible way.

THE ANIMATIC

PRE-VISUALIZING SUCCESS

In the spot, we brought to life the noticeable struggle we are all faced with when our devices stop working properly. During the first take of the dad running his hands down his face in despair, the whole crew was cracking up (luckily we weren’t running sound for this scene), and in that moment we knew we had hit the nail on the head with our idea. Everyone has felt that feeling of despair, and we were able to portray that in conjunction with keeping your COVID vaccine up to date so that it’s just as effective as having working technology.

For us, this project was uniquely fulfilling as it was directly tied to the health of our community. We used cinematic experience to create a journey for our audience that cut through the noise of what people have been numbed to and delivered an idea that was easily digestible and relatable to any viewer. We received great positive feedback from this campaign and we were proud to partner with IDEA Marketing and CDPHE to best deliver this message.