It’s deceptively difficult to create a self worth campaign. The line between persuasive plus empowering on one side and patronising or judgemental on the other, is as thin as hair. Dove and Milo lost their balance this year.
When you’re working with an idea that’s trending, you have to add something remarkable to it or you’re going to be invisible.
And you have to do all this without the puppet strings showing.
The Monkeys got everything right in their campaign for the government’s Play.Sport.Australia. Emotively, persuasively, empowering-ly right.
The idea that playing sport makes children feel like they can fly has to have made parents pay attention. It will have made most re-think their play to win focus.
And The Monkeys got it right using a cast of children. So, they will perhaps forgive The Stable for asking them to share this award with director, Alyssa McClelland, and production company, Finch.
Full story of The Monkeys’ Australian Kids Talk Sport here.
The Stable’s four other Australian awards:
The Stable Creative Ingenuity of the Year award went to M&C Saatchi Australia’s Game of Balls.
The Stable Work for Good of the Year award was won by Colenso BBDO DB Export Brewtroleum
The Stable Impact of the Year award went to 303Lowe, Captain Risky
The Stable Insight of the Year, Clemenger Melbourne, The Boys
