‘It will make a big difference’: Dani Bassil on Clems’ powerful Yes23 campaign
Clemenger BBDO has been appointed as the creative agency for Yes23, and has launched a new campaign supporting the Indigenous Voice to Parliament – ‘Yes Makes It Possible’.
As the October 14 referendum approaches, Dani Bassil, CEO at Clemenger BBDO said these last few weeks are key.
“Once the date is set, the clock is on,” she told Mumbrella.
“For the Australians who are on the fence, this work takes the politics and misinformation out of the equation. The work brings the issue back to its core, and I think it will make a big difference.”
Clemenger BBDO won the account following a competitive three-way pitch.
The campaign brief was to create clarity and take politics out of the equation, as well as combat misinformation.
The spot features a young Indigenous boy asking questions including whether he’ll live as long as other Australians, or get to go to a good school. The tagline follows: ‘Yes Makes It Possible’.
Bassil said: “This has been the most exceptional agency project I’ve been involved with in quite some time. It’s truly brought out the best of everyone at Clems and I am also very grateful to all our production partners for their support.
“Now we need Australians to vote yes and give our Indigenous communities a voice they deserve. A huge thank you to the Yes23 team and the board for trusting us with this.”
Dean Parkin, campaign director at Yes23, thanked Clemenger BBDO for its contribution.
“This advertisement portrays hope and optimism that we can unite as a country and make Australia a better, fairer country through a successful Yes vote.
“It epitomises what this referendum is all about – listening so we can lock-in a stronger future for Indigenous Australians in areas such as health, education and employment,” he concluded.
The integrated campaign is rolling out across TV, OOH, press and socials.
Credits:
Client: Yes 23
Agency: Clemenger BBDO
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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No, it won’t. As usual, this is just another ‘Yes’ ad made for and by ‘Yes’ voters.
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