Making the Holy Switch.
Gruen (ABC) asked Paper Moose to make an ad for The Pitch segment, with a brief to convince atheists to believe in God. We wanted to use everyday logic, that atheists already subscribe to, to make God an obvious, logical choice. Our strategy paid off with all four judges, Todd Sampson, Russel Howcroft, Miriam Wells and Peita Pacey, declaring Paper Moose the winner. Our spot argued that we pay for insurance policies covering a whole range of probabilities, so why not take out a free eternal life policy just in case, with the line “God, you’d be mad not to”.