The Benevolent Society launches second instalment of brand campaign via Jack Nimble
The Benevolent Society, a support service provider, has launched the second iteration of its brand awareness campaign via creative and production agency Jack Nimble, sharing stories of its variety of clients to showcase its commitment to the community.
The first instalment of the campaign launched mid-2023, and shared the stories of a teenager with autism, an elderly man living with a musculoskeletal injury, and the family of same-sex foster parents and their daughter. The newest campaign champions a First Nations family finding solace in a community hub centre, an autistic school child receiving speech therapy and an elderly man working with a physiotherapist to tend to his garden.
Set to an instrumental version of Spiderbait’s ‘Calypso’, the campaign hopes to raise awareness of The Benevolent Society’s comprehensive support services and programs, and how it helps empower people to “live life on their terms”.
“Our services empower people to live their lives, their way,” said Lisa Hresc, director of communications and engagement at The Benevolent Society.
“The campaign illustrates how The Benevolent Society lives out our value of ‘optimism’ and our approach to positive, strengths-based practices,” she continued. “It positions us as a contemporary option for people looking for excellent and innovative disability, aged care, and family services.”
Jack Nimble’s creative director, Taylor Thornton, said the campaign hopes to help The Benevolent Society stand out in a crowded category.
“We felt that charity content can drift into the depressing and spend too much time on the problem, but we wanted to continue to celebrate the skilled staff and carers and show how they empower their clients,” he explained.
“We wanted to continue to challenge assumptions in the category by featuring a child with a non-visual disability receiving speech pathology for their autism, giving them the confidence to connect and communicate with their friends at school.”
The campaign comes shortly after global performance media agency Brainlabs acquired Jack Nimble and its parent company Sparro, as it looked to expand its APAC footprint.
Since then, Sparro and Jack Nimble have made a suite of hires, including earlier this month. Michael Sparkes, Lauren Nixon-Smith, Kiki Jones, and Morgen Mathews join the agency group following several new business wins and product launches.
There has been two other senior hires, plus 12 mid-weight appointments across paid media, SEO, graphic design, creative, social management and affiliate marketing, across the Sparro and Jack Nimble businesses.
The creative agency also recently won the tender to lead the 2024 creative transformation of the Leukaemia Foundation’s World’s Greatest Shave, with a campaign ‘That’s Bloody Beautiful’ that launched in January.
The new campaign is live across TV, BVOD, OOH, print, digital and social.
Other assets:
Aged Care Services 15″
Disability Services 15”
Family Services 15”
Credits:
Client: The Benevolent Society
Executive director, impact & engagement: Jeremy Halcrow
Director, communications & engagement: Lisa Hresc
Manager, brand & marketing: Kathryn Jackson
Content & campaign specialist: : Liana Habak
Growth solutions specialist: Brian Tran
Creative agency & production company: Jack Nimble
Executive producer: Angus Mullane
Executive creative director: Adam Wise
Head of account service: Jess Steele
Senior producer: Michael Debach
Production manager: Angelina Tsinganos
Creative director: Taylor Thornton
Senior art director: Divya Abe
Production
Director: Jordan Watton
1st AD: Jose Marquina
DOP: Matt Maule
1st AC: Molly Sutherland
2nd AC / data wrangler: Shang Lien-Yang
Gaffer: Peter Sutton
Lead electric: Tobias Andersson
Grip: Kris Wallis
Grip assist: Aurore Leclerc
Production design: Cloe Jouin
Art dept assist: Jeremy Bunny
Art dept assist: Charles Upton
Wardrobe stylist: Laura Bracken
Sound recordist: Joe Dutailis
Hair & makeup artist: Linda Thi
HMU assist: Alphie Sadsad
Unit manager: The Production Unit – Matt Withaar
On-set nurse: Gina Simon
Runner: May Kiyama
Casting: Matthew Waters Casting
Locations: Third Eye Locations
Post production:
Editor + VFX: Josh Regoli
Head of animation: Drew Meier
Senior designer: Darcy Bush
Music licensing & composition: Big Sync
Sound design: Massive Music
Colour grade: Elvis Colour
Stills:
Photographer: Clint Kollier
Digi op: Hellen Algie
Stills assist: Heather Fletcher
Stills assist: Chris Proud
Stills producer: Luke Della Santa
Stills retouching: Justin Malinowski
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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