The Australian Red Cross launches its first brand campaign in a decade
In 2020, the Australian Red Cross experienced the highest demand for its aid since World War II, and as a result the organisation has launched its first brand campaign in a decade to educate Australians on the help it can give in all kinds of crises.
The animated spot, the first from DDB Sydney since it took on the organisation’s creative account last year, and features an original track from artists Kate Miller-Heidke and Keir Nuttall.
The ad follows a man who experiences all possible crises on in his local neighbour hood and tries to help but doesn’t know where to start until the Australian Red Cross steps in.
The launch of the campaign comes a month after the organisation revealed its new brand identity, executed by Principals.
“When times are tough and problems feel overwhelming, Australian Red Cross is helping the community and we hope to inspire Australians to act with us. We’re so pleased with how DDB Sydney brought that idea to life in this campaign, the first as part of our new brand platform,” said Australian Red Cross’ director of engagement and support, Belinda Dimovski.
DDB Sydney collaborated with production companies Unlisted and Eddy, and directors Turbopascal Collective on the campaign.
Executive creative director Matt Chandler, said: “This project was a labour of love by a global force of brilliant creative people, from the incredible craftsmanship of the animators to the impossibly whistle-able track that Kate Miller-Heidke and Keir Nuttall wrote pro-bono for us. At every stage, we were blown away by people’s willingness to jump in and get involved in support of Red Cross.”
The campaign will appear across TV, online, social and digital. The media strategy is being executed by Cummins & Partners.
Credits
Client: Australian Red Cross
Belinda Dimovski – Director Engagement & Support
Astrid Mallard – Head of Marketing & Communication
Shini de Silva – Marketing Manager
Mina Hayashi – Brand Manager
Dilini Perera – Senior Multimedia Producer
Kim Batchelor – Creative Communications Lead
Creative Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Executive Creative Director: Matt Chandler
Senior Art Director: Elaine Li
Senior Copy Writer: Jared Wicker
Chief Strategy Officer: Fran Clayton
Planning Director: James Davis
Head of Integrated Content: Renata Barbosa
Senior Producer: Niki Bentley
Managing Partner: Nick Russo
Business Director: Sigrid Westhoff
Directed by: TURBOPASCAL COLLECTIVE
(Directors Antoine Marchand, Benoit de Geyer d’Orth, Paul-Eugène Dannaud, Fabien Meyran)
Production: UNLISTED and EDDY
Sound Design: Andy Stewart (DDB Sydney)
Music Supervision: Level Two Music
Original Music: Written and performed by Kate Miller-Heidke & Keir Nuttall
