Mumbrellacast Interview: Siimon Reynolds on returning to Australia and vaccine campaigns Mumbrellacast Interview: Siimon Reynolds on returning to Australia and vaccine campaigns There’s two things an ad campaign has got to do. It has got to inform and it has got to persuade. July 13, 2021 9:33 Siimon Reynolds became an industry personality for being the creative brains behind the 1987 ‘Grim Reaper’ advertising campaign, which warned the public of the growing threat of HIV and AIDS. He later went on to co-found Photon Group, now Enero (which owns BMF, the agency responsible for the Federal Government’s vaccine campaign), and recently returned to Australia after several years in the US.