Roll up for WA launches vaccination drive campaign featuring nostalgic moments
A new nostalgic television commercial forms part of the next phase of the Roll up for WA campaign and is aimed at helping get as many Western Australians vaccinated as possible. The campaign was created by Rare.
The campaign’s next phase coincides with the recent announcement all Western Australians aged 12 years and over can now receive a COVID-19 vaccine at a state-run clinic, participating GP’s, participating pharmacies or Aboriginal medical Services.
Directed by emerging WA film director Melle Branson, the commercial features a cover of Louis Armstrong’s classic song ‘What a wonderful world’ performed by WA artist Stella Donnelly and the WA Symphony Orchestra.
The short-film style commercial reinforces the benefits of vaccinations, and depicts the emotional and personal stories of what life was like before the COVID-19 pandemic. This includes life without the fear of a local outbreak, and reminiscing of life safely reconnected with the world.
The campaign launched on the big screens at the 2021 AFL Grand Final at Optus Stadium on Saturday.
Client: Department of Premier and Cabinet
Agency: Rare
Managing Director: Callum McKenzie
Executive Creative Director: Brett Wheeler
Account Director: Adriana Robbins
Agency Producer: Damien Del Borrello
Production Company: Sandbox
Director: Melle Branson
Producer: Maria Elena Amatulli
Executive Producer: Jenny Crabb
DOP: Lewis Potts
Offline Editor / Grade: Denzil Heeger
VFX: Jaemie Manners / Tony Bannan / Matthew James Kerley
Sound Studio: Soundbyte Studios
Sound Engineer: Brad Habib
Vocals: Stella Donnelly
Label Management: Philip John Stevens/ Jarrah Records
Arrangement: James Ledger
Performance: West Australian Symphony Orchestra
WASO: Evan Kennea
Hero Talent: Sheree Lockyer, Chadwicks
19 Comments
$3 million for that? You cannot be serious!
You do realise that a budget in the millions is largely for the media buy and production would received just a fraction of that cost
What a brilliant campaign . I will roll up right away .
Well done all, a great spot. Sad that the research showed people are motivated to vaccinate by overseas travel, music shows and footy games rather than saving lives! WA is dead last and way behind all other states in vaccination rates. More campaigns are desperately needed fast for us to return to normal.
Epic fail. Amateurish. Completely wrong tone and manner. Will do nothing to overcome vaccine hesitancy.
Beautiful concept. Was it conceived in WA and who was the WA production team?
Is this for the same WA that just held the Grand Final, will have two weeks of a packed out Royal Show and has essentially no restrictions other than the borders? Not sure this message will hit that hard.
Where are the credits?
Where is the idea?
Where is the idea?
Where is the idea?
Message take out. “You can continue to do most of the things you are already doing if you get vaxed or not.”
You can almost see the Government mandate that whist encouraging people to get vaxed we need to reinforce and remind them that Mark McGowan has and will continue to deliver them a wonderful world.
There hasn’t been a single strategically and creatively sound and compelling ‘get vaxed’ ad in Australia so far.
This ad is more likely to contribute to complacency rather than encourage vaxing.
There are so many brilliant social marketing clients and agencies in Perth – time to give them a crack.
A bunch of misc. clips about life in WA with no tie-in to vaccinations until a dinkus on the final frame?
Surely there’s a better song to use than What A Wonderful World…again!
If you’re sick of hearing this song, then perhaps this wasn’t made for old ad men.
https://thewest.com.au/news/up-late/up-late-with-ben-harvey-why-bunnings-vouchers-would-be-more-effective-than-governments-jab-ads-c-4029904
did it better.
The client didn’t want an idea. You only win these kinds of pitches with safe (expected, boring) work. It’s a smart business decision to give the client what they want and count the dollars. It’s just the state of advertising in WA right now (for bigger clients). Don’t hate the player, hate the game. And yeah, woeful song choice makes it seem even more pedestrian (clients idea?)
The ‘Roll Up’ platform and call to action is strategic flawed. Client is buying a line without thinking it through. It’s like Coles runnings ads saying ‘come to the shops’ or Hyundai ads saying ‘come to the car yard and buy’. There needs to be a focus on the consumer benefit. There is a PHD for someone in reviewing how all these shitty vax ads were born and put to air around Australia.
There’s no credit for the writer.
Looks and feels like a student project… a mish mash of random clips showcasing a life that most WA residents live already regardless of rolling up (except for international travel of course) Not worth the hype.