This film created absolute delight and earned viral success by virtue of being radically different from any other COVID-19 campaign in the market. After over a year of somber ads focused on encouraging behaviors to reduce the spread of COVID and informational pieces about when vaccines would be available, we took a radical turn by creating films that were joyful, vibrant and utterly unexpected. State government agencies aren’t known for youthful, edgy creative, so seeing a such a daring campaign endorsed by the Washington State Department of Health caught our audience off-guard, got them talking, and helped drive a 48% increase in vaccinations among young adults.