The Hallway: Royal Far West’s Tin Can Telephone goes straight to the heart

Australian charity, Royal Far West, is 94 years old. It has been providing essential specialist services like psychology, speech pathology and occupational therapy to thousands of children living in rural and remote areas of Australia for nearly a century. A year ago, it was overdue for a full rebrand and new positioning. The Hallway has been working on that ever since.

At the spearhead of that now is The Hallway’s ad campaign, which launched this week. The campaign film was directed by The Hallway’s executive creative director – and awarded film director, Simon Lee.

The campaign uses the simple motif of a child’s tin can telephone, and Lee’s superb directing decisions, to grab its audience imprints in their minds Royal Far West’s role in connecting Australian country kids to the developmental care they need in a way.

Royal Far West estimates that there are up to 300,000 children who are in need of care but struggling to access the right services at the right time. This campaign aims to drive donations to support the aggressive growth ambitions of Royal Far West who are aiming to support over 15,000 children and families per year by 2020.

“There are so many facets to the amazing work that Royal Far West does,” Lee noted. “The challenge was how to sum it up in a single-minded compelling brand idea. Tin Can Telephone achieves this and gives our audience an emotive reason to care.”

Jacqui Emery, business director at Royal Far West, added, “This is an exciting milestone in Royal Far West’s proud history. Our brand identity is now a fitting expression of the forward-thinking organisation that we are, and Tin Can Telephone is a powerful filmic vehicle for our story.”

The full campaign covers TVC, online video, digital display and print media.