New campaign for The Benevolent Society is ‘unexpected’, via Jack Nimble
Jack Nimble has created a new campaign for The Benevolent Society, following a series of everyday Aussies. The campaign uses ‘unexpected’ and uplifting messages, aimed at raising awareness.
The announcement:
The Benevolent Society has released an integrated brand campaign. Created and produced by Jack Nimble, the unexpected and uplifting messages are aimed at building awareness for its integrated support services.
The campaign is set to Aussie rock royalty Spiderbait and their iconic track ‘Calypso’, creating the canvas for a thumping and unexpected message for a not-for-profit. The integrated campaign airs across TV, BVOD, out-of-home, print, digital and social — and follows a series of everyday Aussies highlighting how The Benevolent Society’s programs and services empower people to live life on their terms. The stories feature a teenager with autism, an elderly man living with a musculoskeletal injury, and the family of same sex foster parents and their daughter.
Lisa Hresc, director of communications & engagement at The Benevolent Society, said the campaign highlights the services and support available to those in need and the value placed on each person’s story and their goals.
“Our services support people to live their lives, their way,” she says. “The campaign illustrates how The Benevolent Society lives out our value of ‘optimism’ and our approach to positive, strengths-based practices. It positions us as a contemporary option for people looking for excellent and innovative disability services, aged and home care and child/family services.”
Angus Mullane, executive producer & co-founder at Jack Nimble, said that the campaign showcases the strengths of approaching every brief with a social first lens.
“At Jack Nimble we pride ourselves on making every second count and hooking people in on those crucial first moments of content, no matter the channel – especially TVC. We felt that charity content can sometimes blend into one by focusing on the problem, but we wanted to shift that focus to the incredible staff and carers and how they empower their clients. We challenged assumptions in the category like featuring someone with a non-visual disability receiving musical therapy for their autism, giving them the confidence to embrace their dreams of being a drummer.”
Adam Wise, executive creative director & co-founder at Jack Nimble, said, “We are incredibly proud of this work, and even prouder of the people and processes behind it. Created and executed by our talented creative and production teams, with the help of Jordan Watton our film director, the work delivers a mix of The Benevolent Society’s short term and long term objectives.”
Credits:
Client: The Benevolent Society
Executive Director, Impact & Engagement: Kelly Bruce
Director, Communications & Engagement: Lisa Hresc
Brand & Marketing Manager: Kathryn Jackson
Growth Solutions Specialist: Brian Tran
Creative Agency & Production Company: Jack NimbleExecutive Creative Director: Adam Wise
Group Account Director: Jess Steele
Creative Director: Taylor ThorntonArt Director: Divya Abe
Copywriter: Marcus Fisher
Executive Producer: Angus Mullane
Director: Jordan Watton
Production Manager: Rosie Pike & Michaela Le
Editors: Josh Regoli & Sara Wills
Animator: Aimee Kubo
Senior Producer – Post: Lee-Ann HymanPhotographer: Karima Assad
Stills Producer: Belinda Blooman
Source: Sparro
