On 8 Feb 2011, The Spastic Centre changed its name to the Cerebral Palsy Alliance. To help promote this fact, they launched a mass acquisition campaign. It consisted of TVCs, press and a comprehensive facebook page - all of which combined to help give people a real insight into the lives of families living with Cerebral Palsy. The idea was to to educate people about cerebral palsy and create empathy for the cause by capturing real people telling their real stories.
The TVCs ran nationally as 90, 60, 45 and 30 edits. They were shot using all real people and for the most part, their words are not scripted.
The facebook page allowed people to get to know the families further, by viewing longer interviews. They can also interact with the brand and find out more information.
https://www.facebook.com/cerebralpalsyalliance
Writer: Emma Den-Ouden Art Director: Mo Shono Production Co: Flying Fish Director: Matt Tomaszewski Producer: Renae Begent Photographer: David Knight
Three years ago, News Limited made a commitment to reducing their environmental impact. In 2010, they were proud to announce that their carbon footprint was zero. They briefed us to create a print campaign to run in all News Limited media, to promote this fact and inspire other companies to do the same. The idea had to link to News Limited's internal program '1 degree', which gives people practical ways to be environmentally responsible at work.
Client: News Limited Agency: Republic of Everyone Writer: Emma Den-Ouden Art Director: Ian Masek Creative Director: Ben Peacock
Once upon a time Diet Coke ads could be counted on to contain sexy half naked men and that was about it. While I personally never had a problem with that, it was decided that Diet Coke needed a fresh kind of campaign in 2009. Specifically, the brief was to push the DC brand into the area of fashion. To achieve this, we steered away from a classic above the line campaign. Instead, we worked with experiential marketers Naked to create the Diet Coke Little Black Dress campaign.
This campaign was based around a visual link between the Diet Coke bottle and the shape of the classic 'LBD'. Both are dark, sleek and shapely - and essential for every chick to own! Starting with a series of posters, we introduced this idea using a range of fashion sketches done by designers such as Alex Perry, Willow and Alice McCall. This led up to an actual Diet Coke Little Black Dress show at Australian Fashion Week. Sponsored by Diet Coke, this showcased a range of LBDs done by selected Australian designers. Each designer put their own little twist on the LBD, and the models walked down a runway through DC bottle-shaped archways. Overall it was a different way 'in' to fashion, and gave the brand a strong presence in this arena which they will continue to build on.
Client: Coca Cola Australia Agency: Ogilvy Sydney/Naked Writer: Emma Den-Ouden Art Director: Aaron Vella Event Creative Director: Jonathan Pease Creative Group Head: Boris Garelja
One of the jobs I have been luckiest to ever work on was a recent short film for the Cerebral Palsy Foundation. The purpose of this film was to give viewers a glimpse into what life is like for families living with cerebral palsy, and help raise funds for therapy services and research.
We felt that this subject wasn't one to be trivialised, and it was really important to me to convey the message in a way that was honest, sensitive and respectful. So instead of trying to write something (and risking it becoming contrived) I decided to take an organic, doco-style approach.
With this film, we told the story of Lia and her family. Lia is an identical twin - but while she was born with cerebral palsy, her brother Andrew was not. These twins and their parents are the most amazing family I think I have ever met. Getting to know them, and creating a film that shows the grace and strength with which they manage Lia's cerebral palsy, is something I am proud to have done. The film is shown at fundraising events and so far has raised hundreds of thousands of dollars. Hopefully it will continue to do so.
Client: Cerebral Palsy / The Spastic Centre Agency: LOUD Sydney Creative: Emma Den-Ouden Director: Tom Spark Producer: Caroline David Production Company: Flying Fish
Australian Hearing needed a new brand campaign to communicate what they could offer to people with hearing loss. This was a nice opportunity but not as straight forward as it seems. Not only is hearing loss a sensitive subject, the demographic who typically suffer from it are 60 years plus. Obviously our campaign had to appeal to, and be easily understood by, this audience without offending or patronising them... which meant walking a pretty fine line. We ended up working off a very simple insight everyone could relate to - the fact that over time hearing 'fades'. A visual fading device was used to represent how this happens so gradually, people may not even realise. These had to work for all different multicultural audiences too, hence the translations (sadly I don't actually speak vietnamese!).
Client: Australian Hearing Agency: LOUD Sydney Writer: Emma Den-Ouden Art Director: Artur Weber Creative Director: Joe Van Trump Photographer: David Knight Post Production: Cave
Volvo was launching a new model of one of their existing cars – the XC90 Diesel. It was the diesel-run aspect that made this car different from competitors, so that’s what the client wanted to focus on. The ‘evolution’ idea came from the fact that this car is a new evolution of an existing model, and idea of using a botanical style book gave us a way of getting in all the car’s features without it feeling like a normal car ad. We developed TV, print and collateral under this umbrella idea.
Purina One sits at the very top of Purina's pet food range. It's a really premium product, which was what we had to convey through these ads. While we had to stick to a celebrity endorsed testimonial campaign, we had fun thinking of a range of celebrities who might be a good fit. We ended up with four great personalities, all of whom are super high achievers in their various fields - from sport to hospitality. Most importantly they all had much loved pets and could give us a genuine endorsement. We shot the celebs with their pets in studio and interviewed each one to get a sense of their story (so I could write in their voices in a vaguely believable way!). Great fun to work on, and very successful in driving sales.
Client: Purina Agency: Ogilvy Sydney Writer: Emma Den-Ouden Art Director: Lani Devine Creative Group Head: Jo Sellars Photographer: Danny Eastwood
