Not every agency gets to introduce itself with a campaign that has so much emotional impact. Not every agency gets to flex its creative muscles with client, Children’s Cancer Institute. New Sydney indie, Orphan, has launched officially with an animated commercial and the campaign, A Life Should be Long, for the Children’s Cancer Institute. The 60-second spot gets inside the wondrous world of a child’s imaginative ideas about his future life. This includes growing a mohawk, doing motorbike stunts, having a pet alligator, marrying Emily, having nine children and travelling to space in their pirate ship.
The point of the commercial is that when a child is lost to cancer their hopes and dreams for the future are lost too. It asks the public to donate and help find a cure, so that more children who are battling cancer, get the chance to live a life that is long and full of possibilities.
Orphan explained, “Sadly, cancer cuts life short for hundreds of children in Australia every year, before they’ve even had a chance to make their mark on the world. We have seen first-hand the devastation of childhood cancer, and the huge hole left in the life of a family, who lost their child to this cruel disease. Our aim with the campaign is to inspire support and positivity, rather than evoking fear and hopelessness. A life should be long brings to life the hopes, the dreams and also the potential that survives, when a child survives cancer. We hope we have created something that is persuasive. Something that encourages people to dig deep and help fund vital research.”
Anne Johnston chief marketing & fundraising officer, Children’s Cancer Institute, added, “Orphan has been an exceptional partner for this campaign. They have brought our brand proposition to life in such a compelling way we have no doubt this campaign will attract new supporters and generate significant funds to help us cure all kids of cancer. The team’s commitment to every single detail for this campaign from initial concept, translation into all assets and distribution through all channels has been extraordinary – every now and again in life you meet superheroes, Orphan are our superheroes.”
Orphan was founded by creatives, Ant Hatton and Hans Christian Berents. Together they bring experience from Droga5, Saatchi & Saatchi, BMF, DDB and BBDO and a portfolio of awarded work for clients of all shapes and sizes and across all industries.
The founders commented, “Orphan has been operating for over 12 months now, and we’ve been busier than we could have ever imagined. After working on a number of exciting brands, we finally found the time to launch our own. Campaigns we have produced over the last year include Spitting Symphony for Single O coffee, and Style should be for the millions, not just the millionaires, for furniture store, Loungelovers.”
“Having spent years searching for our dream agency, we finally came to the realisation that it didn’t exist. So, we decided to build it. At Orphan, our aim is to create work that is persuasive. Work that twists the consumers arm and convinces them to choose a particular brand or product. In short, we write arguments, not ads.”
A Life Should be Long launched at the beginning of September for Childhood Cancer Awareness month, and will run into 2023 across TV, radio, print, OOH, and social media. The campaign was created with Julian Frost and Unlisted (animation), Rumble Studios (music and sound) and Mint Films (live action).
