Indie agency Orphan launches with work for Children’s Cancer Institute
New independent creative agency, Orphan, has launched into market with its first work: a brand campaign for the Children’s Cancer Institute.
The campaign platform, ‘A Life Should Be Long’, focuses on the fact that when a child is lost to cancer, all of their hopes and dreams for the future are lost too. The campaign asks the public to donate and help find a cure, so that more children who are battling cancer get the chance to live a life that is long and full of possibilities.
Hans Berents, Orphan founder explained: “Sadly, cancer cuts life short for hundreds of children in Australia every year, before they’ve even had a chance to make their mark on the world. We have seen first-hand the devastation of childhood cancer, and the huge hole left in the life of a family, who lost their child to this cruel disease. Our aim with the campaign is to inspire support and positivity, rather than evoking fear and hopelessness. ‘A life should be long’ brings to life the hopes, the dreams and also the potential that survives, when a child survives cancer. We hope we have created something that is persuasive. Something that encourages people to dig deep and help fund vital research.”
Anne Johnston chief marketing and fundraising officer, Children’s Cancer Institute said: “Orphan have been an exceptional partner for this campaign, they have brought our brand proposition to life in such a compelling way we have no doubt this campaign will attract new supporters and generate significant funds to help us cure all kids of cancer. The team’s commitment to every single detail for this campaign from initial concept, translation into all assets and distribution through all channels has been extraordinary – every now and again in life you meet superheroes, Orphan are our superheroes.”
Orphan was co-founded 12 months ago by creatives Hans Berents and Ant Hatton, with a collective experience totaling 40 years at some of the region’s best known agencies, including Droga5, Saatchi & Saatchi, DDB and BBDO.
Hatton said: “Orphan has been operating for over 12 months now, and we’ve been busier than we could have ever imagined. After working on a number of exciting brands, we finally found the time to launch our own. Campaigns we have produced over the last year include; ‘Spitting Symphony’ for Single O coffee, and ‘Style should be for the millions, not just the millionaires’ for furniture store Loungelovers.”
“Having spent years searching for our dream agency, we finally came to the realisation that it didn’t exist. So, we decided to build it. At Orphan, our aim is to create work that is persuasive. Work that twists the consumers arm and convinces them to choose a particular brand or product. In short, we write arguments, not ads.”
The ‘A Life Should Be Long’ campaign launched at the start of the month, which is Childhood Cancer Awareness month. The campaign will run into 2023 across TV, radio, print, OOH and social media.
Credits
Client: Children’s Cancer Institute
Creative: Orphan
Animation: Unlisted
Julian Frost
Music and Sound: Rumble Studios
Live Action: Mint Films
Have your say