New campaign encourages vaccination to support hospo industry
The C-Suite agency has launched a campaign encouraging COVID-19 vaccinations to support Australia’s hospitality industry, called ‘Put a Jab on the Menu’.
It follows a series of other industry campaigns encouraging Australians to get vaccinated, such as ‘The Factsination‘ by Adland leaders and the Melbourne Symphony Orchestra campaign targeting Victorians.
The 60 second spot features a spoken word style poem, showing all the different areas of the hospitality industry, as well as the impacts stay-at-home orders have had on restaurants all over Australia.
The campaign was put together in three weeks, and all time and talent was donated.
The C-Suite founder David Nobay said of the campaign: “My son is a cook who literally grew up in the kitchens of Sydney restaurants. Many of my best friends are chefs; from Byron to Melbourne, New York to LA. So, better than most, I understand the excruciating pressure these extended lockdowns are putting on them; from the owners to staff, from waiters to cooks. Brands that have taken them decades to establish could be washed away in months if Australia doesn’t wake up to widespread vaccination faster.”
Nobay continued: “I believe weaponising your immediate tribe, to tell your own story about COVID is going to become increasingly vital in our community communications, because it reflects an authentic charisma that simply can’t be recreated by a government committee, however well meaning.”
Campaigns by the Federal Government to encourage vaccinations for COVID-19 have been routinely criticised on both a creative and strategic level. The Victorian Government recently released a campaign to encourage COVID-19 testing, not for vaccination.
The film’s director Susan Stitt commented: “From the second I saw David Nobay’s script, I dropped everything and mobilised the ACS (Australian Cinematographer’s Society), as I realised that was going to be the only way we’d get the film coverage we needed whilst the borders were closed. Making a great film is not unlike making a great dish: the real skill is working with the few ingredients you have!”
Chef and restauranteur Guillaume Brahimi, the campaign’s industry ambassador, said: “Chefs and hospitality workers are resilient people- we have to be because what we do isn’t easy at the best of times. Whether it’s a small suburban Thai restaurant, a country pub, a cafe, a 300-seat fine diner, every person who works in hospitality does it because they want to bring happiness to people by service or food… But, regardless of our shared passion, there’s one thing that we can’t overcome, and that’s empty tables.”
The campaign will be on TV (Nine, Foxtel and SBS), radio, print and online, and will launch from today 20 August.
Jeanine Bribosia, founder and director of The Cru, is overseeing the publicity and media rollout.
Nobay was the founder of Marcel Sydney, but left the Publicis agency and founded Imperfect Circle. According to his LinkedIn, Nobay left Imperfect Circle in April 2020 to found The C-Suite.
Credits:
CREATIVE AGENCY: THE C-SUITE
WRITER/CREATIVE DIRECTOR: David Nobay
MEDIA/PUBLICITY DIRECTOR: Jeanine Bribosia, The Cru
INDUSTRY AMBASSADOR: Guillaume Brahimi
PRODUCTION COMPANY: HECKLER
DIRECTOR: Susan Stitt ACS
EXECUTIVE PRODUCER: Will Alexander
PRODUCER: Maddison Costello
RESEARCH PRODUCER: Rachael Sheridan
LEAD EDITOR: Andrew Holmes
SENIOR COLOURIST: Billy Wychgel
SENIOR FLAME ARTIST: Brad Smith
MOTION DESIGNER: Maud Chapuis
EDIT ASSIST: Daniel Page, Maud Chapuis
MUSIC & SOUND DIRECTOR: Johnny Green
SENIOR SOUND DESIGNER: Dave Robertson
DRUMMER: Gordon Rytmeister
VOICE ARTIST: Lee Perry
SYDNEY
DOP: Ben Shirley
1st AC: Grant Wilson
2nd AC: Scott Dawson
SOUND RECORDIST: Dave Robertson
DOP: Liam Brennan
DOP: Nick Payne
DOP: Jason White
MELBOURNE
DOP: Alistair Duffield
1st AC: Fabio Capodivento
2nd AC: Andrea Asnicar
GOLD COAST
DOP: Harry Frith
CAIRNS
DOP/DIRECTOR: Curtis Lambert
DOP: Nicholas Brack
LAUNCESTON
DOP/DIRECTOR: Tom Chapman
ASSISTANT DIRECTOR: Jarryd English
ST HELENS
PRODUCER: Gordon Eckles
DOP: Simon Holmes
Got a tip?
topics
David Nobay
Guillaume Brahimi
Jeanine Bribosia
Put a Jab on the Menu
Susan Stitt
The C Suite
The Cru
Vaccination campaign
