Charity campaigns are so rarely upbeat. This one, by Jack Nimble for The Benevolent Society is led by a brand video set to the track, Calypso, by Australian rock band, Spiderbait. And its happiness is contagious. The campaign highlights how The Benevolent Society’s programs and services help people to live life on their terms. Its stories feature a teenager with autism, an elderly man living with a musculoskeletal injury, and the family of same sex foster parents and their daughter.
The full campaign covers TV, BVOD, out-of-home, print, digital and social.
Lisa Hresc, director of communications & engagement at The Benevolent Society, commented, “Our services support people to live their lives, their way,” she says. “The campaign illustrates how The Benevolent Society lives out our value of ‘optimism’ and our approach to positive, strengths-based practices. It positions us as a contemporary option for people looking for excellent and innovative disability services, aged and home care and child/family services.”
Angus Mullane, executive producer & co-founder at Jack Nimble, added, “At Jack Nimble we pride ourselves on making every second count and hooking people in on those crucial first moments of content, no matter the channel – especially TVC. We felt that charity content can sometimes blend into one by focusing on the problem, but we wanted to shift that focus to the incredible staff and carers and how they empower their clients. We challenged assumptions in the category like featuring someone with a non-visual disability receiving musical therapy for their autism, giving them the confidence to embrace their dreams of being a drummer.”
Adam Wise, executive creative director & co-founder at Jack Nimble, commented, “We are incredibly proud of this work, and even prouder of the people and processes behind it. Created and executed by our talented creative and production teams, with the help of Jordan Watton our film director, the work delivers a mix of The Benevolent Society’s short term and long-term objectives.”
Client: The Benevolent Society
Executive Director, Impact & Engagement: Kelly Bruce
Director, Communications & Engagement: Lisa Hresc
Brand & Marketing Manager: Kathryn Jackson
Growth Solutions Specialist: Brian Tran
Creative Agency & Production Company: Jack Nimble
Executive Creative Director: Adam Wise
Group Account Director: Jess Steele
Creative Director: Taylor Thornton
Art Director: Divya Abe
Copywriter: Marcus Fisher
Executive Producer: Angus Mullane
Director: Jordan Watton
Production Manager: Rosie Pike & Michaela Le
Editors: Josh Regoli & Sara Wills
Animator: Aimee Kubo
Senior Producer – Post: Lee-Ann Hyman
Photographer: Karima Assad
Stills Producer: Belinda Blooman
