Covid gave ad agencies a wonderful opportunity to create compelling advertising about vaccination. An opportunity to show off what creativity can do. So many of them failed the brief.

And one of Covid’s lingering effects is scepticism about vaccination per se. Especially in the US, and most glaringly in Wyoming, one of the least vaccinated states in the country.

The Wyoming Department of Health gave Colorado agency, Sukle, the job of changing that. The agency knew it couldn’t preach to the resistant. It knew that scare tactics had been tried and failed. It knew that typical public health campaigns were likely to be ignored or even scoffed at.

So it opted for a story from history with an ending you don’t see coming and used humour to get through thick skins.

Credits
Advertising Agency: Sukle Advertising and Design Denver
Founder & Creative Director: Mike Sukle
Associate creative Director & Art Director: Dan Delli-Colli
Digital Artist: Matt Carpenter
Senior Copywriter: Brian Denison
Brand Director: Natalie Ross
Producer: Michon Schmidt