Gruen vs Joe
Our 2021 pitch for Gruen turned into a global viral sensation.
In late 2021 we trolled Joe in a fake ad made for ‘The Pitch’, a segment on the TV show Gruen (ABC TV). He ate it up — sharing our ad with over 35 million followers across his socials, incorrectly saying it was an official Australian Government ad.
Due to Joe not doing his own research, our pro-vax ad was seen by millions of sceptics — on a channel they trusted, right when it was needed most.
2022 Webby Awards (US) — Viral Video Honouree
The Project interviews Wil Anderson about our ad (starts at 3:40):
Wil Anderson radio interview with HIT:
https://www.hit.com.au/story/wil-anderson-reveals-gruen-s-next-target-after-joe-rogan-187916
Originally aired on Gruen Season 13, episode 1
https://iview.abc.net.au/video/LE2127H001S00
Producer: Isabella Torv
Writers: Kate Holdsworth, Jeremy Willmott
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