Clemenger BBDO Melbourne and FightMND launch latest ‘Big Freeze’ campaign

FightMND (Motor Neurone Disease) has launched its latest campaign in support of the upcoming fundraising initiative, The Big Freeze.

The campaign was created by Clemenger BBDO Melbourne and produced by Clemenger Studios, which was tasked with evolving the brand position and communications around the event.

This year, the campaign focuses on the re-framing of the beanie as the ‘Very Important Beanie’, being the only hat everyone can wear and ‘be on the one team’. This is communicated through a 30 second TVC including key members of the Melbourne sporting community with brand ambassadors Lleyton Hewitt, Sharni Norder, Johnathon Brown, Max Gawn, Hamish McLachlan and Maddie Presparkis.

Neale Daniher

FightMND CEO, Dr. Fiona McIntosh, said: “We are delighted with the campaign Clemenger has created for FightMND. From the Play On video, to the outdoor advertising and TVC, the campaign has effectively captured the essence of FightMND. The whole team was gracious throughout the process and went above and beyond to support the cause.”

There will also be coverage through an outdoor campaign, digital assets, and a longer form content piece “detailing Neale Daniher’s story and fight against motor neurone disease and calling on Australians to ‘Play On’ and continue growing the FightMND Army”.

Lleyton Hewitt wearing the Very Important Beanie

Clemenger BBDO Melbourne Group CEO, Jim Gall, said: “Neale Daniher’s story and incredible efforts in the face of extraordinary adversity should be a source of inspiration to us all. It was a huge honour to be able to support Neale and the FightMND organisation as it continues its incredibly important work in the community and in the fight against a horrible disease.”