‘Be Your Own Champion’: New Duke of Ed campaign via Paper Moose
The Duke of Ed Award is inviting teens to be their own champions, in a new campaign from Paper Moose.
The announcement:
Fueled by the insight that 77% of young people from Year 5 to 12 want to be their own boss one day, Paper Moose developed their new brand platform, “Be Your Own Champion”, empowering teens to explore new activities and turn their interests into achievements with the Duke of Ed.
The Duke of Ed has big ambitions to triple their registered and paid participants by 2025. Their first worldwide advertising campaign features a cast of teenagers and showcases how everyday activities can be translated into the Duke of Ed experience. The user-generated content style is designed to fit seamlessly into social feeds.
Says Jeremy Willmott, creative director, Paper Moose: “The Duke of Ed is an incredible way for teens to build the skills they’ll need to succeed later on in life, so we created a platform that inspires them to give it a go.”
Says Peter Kaye, CEO AM ESM, The Duke of Edinburgh’s International Award – Australia: “We want to show young Australians everywhere that the Award showcases an incredibly diverse set of experiences, with everyone welcome. Paper Moose delivered dynamic content that felt authentic to how 14–17 year olds experience the world today”.
This campaign marks the debut of Paper Moose’s enhanced capabilities in media planning, implementation, and optimisation, available as part of its comprehensive full-service offering.
The campaign is live online across digital and social.
Client: The Duke of Edinburgh’s International Award Australia
Marketing: Tahnee Dobson
Agency: Paper Moose
Executive creative director: Nick Hunter
Creative director: Jeremy Willmott
Copy lead: James Blow
Head of strategy: James Sykes
Head of digital strategy: Brad Bennett
Creative strategist: Catho D’Souza
Digital and social producer: Daniela Wheatley
Art director: Katie McIntyre
Copywriter: Feryx Lim
Design lead: Georgia Shillington
Designers: Evelyn Tran, Tchaan Wilson-Townsend
Head of client services: Susan Coles
Senior account manager: Paul Khouri
Account manager: Hannah Maher
Production: Paper Moose
Senior producer: Lucy Whirledge
Producer: Olivia Jeavons
Casting/assistant ptoducer: Victoria Beck
Director/DOP: Jake Ward
Photographer: Patrick Moran
Editor: Oliver Trauth-Goik
Colourist: Marcus Timpson
Sound design & mix: Caleb Jacobs
Source: Paper Moose
