Google has become everyday-handy. What will I cook for dinner? How do I get to…? What’s…? 72andSunny’s new campaign highlights another use for Google. It can help people with dementia.
The agency worked with Dementia Australia to develop its new commercial, the story of a granddaughter reconnecting with her Nan through their shared love of AFLW, with a little help from Google.
“Dementia is one of the biggest health and social challenges facing Australia and the world. It is estimated that there are up to 487,500 Australians living with dementia in 2022 and around 1.6 million people involved in their care. Films like this are so important in raising awareness and increasing understanding about dementia and the impact of dementia in our communities,” stated Maree McCabe AM, chief executive officer, Dementia Australia.
The film, which was directed by Finch’s Kyra Bartley, also shows how Aussie Rules is more than just a game, it’s an intrinsic part of the Australian way of life, permeating different generations of families across the country, and is a showcase for up-and-coming local talent, eighteen-year-old singer, Amy Jordan, singing Ben E King’s classic, Stand By Me.
The new spot film follows last year’s story about an immigrant father and daughter discovering the sport, and Google helping them become a part of the game and community – a film that drove love and emotion from footy fans across the country.
“Google’s products are seamlessly integrated into our lives. And they can empower people with the tools to create positive change,” noted 72&Sunny executive creative director, Luke Martin. “It’s a privilege to partner with Google and the AFL again to produce a spot that not only celebrates the game but shows how Google genuinely helps us help others. In early viewings, people had no idea that memories could be used in this way, and if the film helps just a few people find new ways to reconnect with their loved ones, it’ll be wonderful.”
“Community and connection are more important to Australians than ever. With this year’s spot we wanted to share how our products like Search and Maps can help people in their daily lives, including when times are difficult. We’re grateful for our longstanding partnership with the AFL and 72andSunny which allows us to tell emotive stories like this, and the much loved ‘Father Daughter’ spot from last year,” added Zoe Hayes, head of marketing, consumer apps and platforms, Google Australia.
The 60- and 30-second films will be seen throughout the AFLW finals, AFL season and AFL Grand Final, both on TV and in-stadium. The campaign premiered last night in conjunction with the AFL men’s season’s opening match. The films will be supported by other activations across the year, such as Footy Skills Lab, as part of Google’s partnership with the AFL.
Credits
Client: Google Australia
Creative Agency: 72andSunny Sydney
Production: Finch
Director: Kyra Bartley
Sound Design: Otis Studios
Vocalist: Amy Jordan
Composer & Arranger: Craig Wilson
Music Supervision & Rights Licensing: Charmed I’m Sure
Music Publisher: Sony Music Publishing
Media: PHD
