DDB Group Melbourne’s PR campaign for Kidsafe and AAMI asks Australian parents, If a lamb loin cooks in a car left in the sun, why would you leave your kids in one?
5,000 children are left in cars across Australia every year. And for some families, rescue comes too late. Despite this issue being well publicised, the message still isn’t getting through.
So, to prove just how hot the sun makes a parked car, DDB Group Melbourne and revolver/Will O’Rourke asked celebrity chef, Matt Moran, to cook a meal in one.
The stunt was disguised as yet another celebrity product launch. Press and media were invited to the unveiling of the Unconventional Oven by Matt Moran. On December 1, the first day of summer, at Bondi Beach. The audience watched as Matt prepared his signature Cowra lamb loin. When it came time to plating up the dish, Matt Moran did something surprising.
He walked off stage and over to an SUV parked nearby. From inside the sweltering cabin, he pulled out a fully cooked lamb loin. It was only then that the audience was let in on the stunt.
“The real reason I’ve got you here today has nothing to do with me launching my new oven. It’s to do with over 5,000 kids being left in cars every year. And as a father I’m absolutely gobsmacked,” Moran announced.
“Australia needs to know that it is not safe to leave a kid in a car – it is like an oven.”
Kidsafe spokeswoman, Kellie Wilson, noted, “the number of children left unattended in cars each year is staggering, given temperatures inside the cabin can be up to 30 degrees hotter than outside”.
AAMI marketing executive Mmanager, Josh Wittner, added, “Road safety doesn’t stop when you park your car. Leaving a child unattended in a parked car during summer is dangerous and can be fatal.”
“This has been a project 12 months in the making – one that has drawn on the varied disciplines in our building. As we come into the hotter months, we sincerely hope it raises awareness of this important issue,” DDB Melbourne executive creative director, Simon Bagnasco, explained.
Within 24 hours, the had been featured on The Project, Channel 9 News and Today as well as blogs and news sites across Australia and New Zealand.
On December 4, Matt Moran’s unconventional oven was trending #1 on Facebook.
Credits:
Agency: DDB Group Melbourne
Chief creative officer: Darren Spiller
Group managing rirector: David Brown
Executive creative director: Simon Bagnasco
Creative director: Jim Ritchie
Creatives: Toby Kennedy, Jordy Molloy & Jim Ritchie
Head of broadcast: Simon Thomas
Senior broadcast producer: Tuesday Picken
Agency editor: Marissa Brian
Motion designer: Joshua Cameron
Senior business director: Julia Sheehan
Senior business manager: Kristen Mahler
Account director: Diana Sinclair
Managing director: Elly Hewitt (Mango)
Account director: Susie Thomson
Head of experiential: Ben Barratt-Boyes
Executive producer: Gemma Lahney
Account manager: Zoe Watson
Head of social: Penelope Lipsham
Account executive: Erin Taylor
Head of digital: Matt Oxley
Executive producer: Kristy Russell
Producer: Victoria Houen
Head of digital art: Jonathon Yuen
Designer: Milena Marin
Developer: Michael Raffaele
Production House: Revolver / Will O’Rourke
Director: Stephen Carroll
Managing director & executive producer: Michael Ritchie
Executive producer: Pip Smart
Producer: Tobias Webster
Line producer: John Sandow
DoPs: Grantley Smith, Will Robertson and Joshua Heath
Post production company: The Butchery / The Refinery Sydney
Post producer: Amelia Babos
Editor: Dan Lee – The Butchery
Online & Grade: Drew Downes – The Refinery Sydney
Sound: Colin Simkins – Gusto Music
Infrared technician GTEK: Grant Law
Client: Kidsafe Australia (Melanie Courtney & Jason Chambers)
Supporting partner: AAMI (Josh Wittner, Angela Wilkinson & Donny Whitton)