News

Grown Ups launches first TV ad – for Youth Projects

New creative collective Grown Ups, which launched just over a week ago by adland veterans Grant Booker, Mick Hunter and Andrew Moss, has unveiled its first TV commercial.

In the 60-second film, for homelessness charity Youth Projects, a guide shows tourists around the laneways of Melbourne, showing them the places where she slept rough, did drugs and had unprotected sex for money.

Booker, creative partner at Grown Ups, commented: “It would’ve been easy to go down the path of showing kids shooting up and living in squalor in order to dramatise their hardship, but we decided to take a different approach with a bit of a dramatic twist to it”.

Grown Ups won the assignment for Youth Projects via a recommendation from Effie Young, the boss of PR agency Style Counsel.

Melanie Raymond, chairman of Youth Projects, added: “It was a pleasure working with Grown-ups. They just ‘got it’ straightaway. They captured the right tone with the commercial, on a delicate subject that could quite easily have been mishandled. The guys worked closely with our PR agency Style Counsel’s principal Effie Young and her assistant Taegan Munro to deliver a great result – we couldn’t be happier”.

Credits:

  • CLIENT: Youth Projects.
  • AGENCY: Grown-ups.
  • WRITER: Mick Hunter.
  • ART DIRECTOR: Grant Booker.
  • PRODUCTION COMPANY: Gobstopper.
  • DIRECTOR: Perry Westwood.
  • PRODUCER: Toby Towel.
  • DOP: Callan Green.
  • EDITOR: Danny Tate.
  • PRODUCTION HOUSE: Cutting Edge.
  • MUSIC: Elliot Wheeler.
  • POST: Nylon.
  • PR AGENCY: Style Counsel.
  • MANAGING DIRECTOR: Effie Young.
  • SENIOR ACCOUNT MANAGER: Taegan Munro
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