NSW Government counts little things to stay COVID-free in Ogilvy campaign

The NSW Government has released a new campaign named ‘Little Things’ via Ogilvy Network ANZ, encouraging good habits people should cultivate to stay COVID-free this winter.

The campaign – to be launched via OLV, social, radio, digital and OOH campaign – aims to overcome the population’s general COVID fatigue. It urges people to maintain good habits, no matter how small, in keeping the community safe this winter.

This 30-second spot shows different miniature worlds where COVID safety objects became the centrepiece, such as a Kleenex couch, a band aid bowling court and a mask-etball court. As miniature figures are seen doing daily activity in the world, the campaign aims to show how COVID safety practice should seamlessly integrate with our life, and how people can make an impact by staying conscious of good habits.

The miniature worlds are produced in partnership with Photoplay and Dropbear, using a mix of 3D printing, skilled model painters and set designers to build creative scenarios.

Nathan Quailey, general manager at Ogilvy Australia said: “We’ve partnered with the team at the NSW Department of Customer Service since the height of the pandemic, and we have never met a more resilient team of people. A constantly changing world where health advice needs to move at a pretty unnatural speed, means we’ve spent quite a lot of time together, trying our best to read the temperature of NSW and frame messaging that’s going to be most impactful and well received.”

Toby Talbot, chief creative officer Ogilvy Network ANZ added: “Two years of COVID have left us somewhat jaded by hearing about it in the media, so we took a distinctly non-preachy approach (something that was backed up by research) in this new campaign and made it all about ‘living with COVID’. So, in a charming way, we’re going to help people see that just doing ‘the little things’ helps keep us COVID safe. Integrating real face masks and RAT tests into little dioramas of miniature people feels like a fresh new take to us, and we’re delighted with the result.”


Advertising Agency: Ogilvy Australia

Production Company: PhotoPlay

Director: Dropbear


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