It’s a very tough time for charities right now. 2020 unleashed a barrage of catastrophes on everyday Australians and the miraculous turnaround we all anticipated in 2021 still waits (perhaps) in the distance.
Last year, Australian Red Cross experienced its biggest demand since World War II, so it has responded with a new brand campaign that brings attention to the overwhelming feeling most Australians now understand more deeply and highlights its 106-year track record of helping in crises of all kinds.
In the animated spot, created by DDB Sydney and set to Where to Start, an original track written and recorded by Australian artists Kate Miller-Heidke and Keir Nuttall, all the world’s problems are playing out in a man’s neighbourhood. He desperately wants to help but doesn’t know where to start. Until the Australian Red Cross enters the scene.
Belinda Dimovski, Australian Red Cross’ director of engagement and support, stated, “When times are tough and problems feel overwhelming, Australian Red Cross is helping the community and we hope to inspire Australians to act with us. We’re so pleased with how DDB Sydney brought that idea to life in this campaign, the first as part of our new brand platform.”
Matt Chandler, DDB Sydney’s executive creative director, added, “This project was a labour of love by a global force of brilliant creative people, from the incredible craftsmanship of the animators to the impossibly whistle-able track that Kate Miller-Heidke and Keir Nuttall wrote pro-bono for us. At every stage, we were blown away by people’s willingness to jump in and get involved in support of Red Cross.”
The brand campaign is the Australian Red Cross’ first in almost 10 years and comes amid increasing pressure on individual and corporate donations for Australian Red Cross. It is running across TV, online, social and digital.
Client: Australian Red Cross
Director Engagement & Support: Belinda Dimovski
Head of Marketing & Communication: Astrid Mallard
Marketing Manager: Shini de Silva
Brand Manager: Mina Hayashi
Senior Multimedia Producer: Dilini Perera
Creative Communications Lead: Kim Batchelor
Creative Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Executive Creative Director: Matt Chandler
Senior Art Director: Elaine Li
Senior Copywriter: Jared Wicker
Chief Strategy Officer: Fran Clayton
Planning Director: James Davis
Head of Integrated Content: Renata Barbosa
Senior Producer: Niki Bentley
Managing Partner: Nick Russo
Business Director: Sigrid Westhoff
Directed by: Turbopascal Collective
(Directors: Antoine Marchand, Benoit de Geyer d’Orth, Paul-Eugène Dannaud & Fabien Meyran)
Production Companies: Unlisted & Eddy
Sound Design: Andy Stewart @ DDB Sydney
Music Supervision: Level Two Music