Engineers Australia’s first major national brand campaign via Bastion Creative
Peak body for the engineering profession in Australia, Engineers Australia, has launched its first integrated national brand campaign via Bastion Creative, following the independent creative agency’s appointment to the organisation’s creative account last year.
‘Making Life Happen’ showcases the pivotal work of engineers across projects that are much more than buildings and bridges, including everything from robotics in surgery and pumped hydro electricity generation to micro-recylcing and structual feats like a clifftop walk and a modular construction high rise.
The campaign is spearheaded by a 30-second spot, and a number of 15 second variations, which will roll out across broadcast television with supporting executions in print and social media.
In the leading spot, a hopeful sound track and inspired female narrator describes the contributions of engineers to Australian society, as a number of scenes depicting the broad scope of engineer’s work play out.
Nada Jolic, Engineers Australia general manager brand, marketing and communications, said the campaign will show how engineers make an impact in real life.
“Our members asked us for an advocacy campaign that highlights what a progressive, society-advancing profession engineering is. It will be an uplifting, inspiring message that engineers can take pride in, and will elevate the status of engineering in the hearts and minds of the public,” she said.
“We wanted to develop a program that shows how engineering touches the lives of people in practical and powerful ways every day. Engineering is so pervasive that it’s almost invisible. It’s time for engineers to stand up and for engineering to stand out in the public and national interest.”
Bastion creative client services director Kath O’Shea said the agency was honoured and thrilled to make the campaign.
“The world of engineering is fascinating and touches almost every part of our lives. The more we dug into the project, the more we realised the span of the profession, and really how engineers are going to be the ones to help fix the world’s problems of the future. They are a group that need to be celebrated. We got goose bumps making the campaign, and we hope viewers experience this too,” she said.
Credits
Creative agency – Bastion Creative
Georgia Arnott – ECD
Jarrod Lowe, Scott Walker, Mike Guegan, Mark Cole – Creative teams
Kath O’Shea – Client Services Director
Stacey Paul – Account Director
Josh Staras – Account Executive
Prod Company – Bastion Make
Stephanie Ceccaldi – Executive Producer
Ven Gia – Director
Boris Vymenets – Director of Photography
Media buyer – Hatched Media
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