The longer they’re here (girl)/Single nonprofit
Agency: Lavender*
Client: Youth Off the Streets
With more than 100,000 children living on the streets in Australia, nonprofit organization Youth Off the Streets wanted to increase awareness of youth homelessness and prompt donations. The charity launched an outdoor ad campaign targeted consumers that featured life-size, die-cut posters of kids placed in urban locations. “The longer they’re here” street posters were a metaphor for what happens to children on the street: they became ragged, torn, sunbleached and defaced, and they disappeared over time. The campaign attracted national press, radio and international online coverage. A total of $92,000 Australian was received, which was enough to provide hot meals to more than 200 kids every night for six months. Online donations increased exponentially when compared to pre-campaign.
Creative Director/Copywriter
Simon Lee
Art Director
Rua Perston
Photographer
Ben Rollison
Art Buyer
Laila Takesh
Account Supervisor
Dom Hickey
Production
Leigh Butler
Managing Director
Rebecca James
Throw us a bone/Single nonprofit
Agency: M&C Saatchi/Mark
Client: Sydney Dogs and Cats Home
Struggling to spur donations in a weak economy and recruit volunteers, Sydney Dogs and Cats Home sought a standout campaign. The charity ran an outdoor campaign around a character named Frankie the Wonderdog that enabled consumers to donate $5 by mobile phone and be rewarded with a trick. On a billboard near Sydney’s Customs House, Frankie hounded passersby to “throw us a bone” in the form of an SMS message in return for an immediate on-screen trick. Eight tricks encouraged repeat donations. In three days, 1,327 bones’ worth of donations were made, and 17.4% threw bones two or more times. The nonprofit also saw a 600% increase in new volunteers, and 25% of dogs needing homes were adopted.
Also placed bronze in the Ambient/Guerrilla category.
Executive Creative Director
Ben Welsh
Creative Director
Gavin McLeod
Copywriter
Genevieve Hoey
Art Director
Hannes Ciatti
Head Of Copy
Hamish Stewart
Technical Advisor
Aaron Wallis
Group Account Director
Megan Wooding
Account Director
Kirsty Smith
Account Service
Fiona Reay, Lee Bachaer-Adler
Animators
Matt Taylor, Mark Simpson
Skill tester/Single consumer
Agency: DDB Group, Melbourne
Client: Parkinson’s Disease Victoria
Rigidness and shaking associated with Parkinson’s disease make everyday tasks difficult. Parkinson’s Disease Victoria created a crane-type arcade game that picks up objects to enable consumers to experience the lack of physical control brought on by the disease. Games were filled with household objects such as milk cartons and TV remotes, and it was impossible to pick up anything. The headline was “Parkinson’s makes easy things hard.” It placed the games around Melbourne, and every game played raised $1. In the first 12 hours alone, more than $5000 was collected.
Executive Creative Director
Grant Rutherford
Creative Director
Glen Dickson, Ruben Cirugeda
Art Director
Tamara Yim
Copywriter
Callum Fitzhardinge
FINALISTS
The Walk Of Gillette
Agency
BBDO, New York
Client
Procter & Gamble Company
CCO: David Lubars, Bill Bruce
The War Emergency Blood Donation Billboard
Agency
Shimoni Finkelstein Draftfcb
Client
National Blood Bank (Magen David Adom)
ECD: Kobi Barki
Torn Up
Agency
Wunderman, Germany
Client
UNIFEM
ECD: Erik Backes
Fly Without Paper
Agency
Wunderman, Germany
Client
Lufthansa Germany
ECD: Erik Backes
