Those annoying five cent coins that clog up our wallets can bring a child clean drinking water for two days.
Building on the success of 2013’s Change for Good campaign, Unicef and Qantas have once again banded together to create an extension of the campaign.
The ‘5 fund’ expansion created by Iris Worldwide in the Sydney offices, aims to show how you can ‘save a child with the Power of 5’, motivating domestic donation by demonstrating the difference small change can make.
Unicef Australia chief executive Norman Gillespie said the champion behind the new Change for Good campaign was Australia’s five cent piece.
“Unfortunately it doesn’t have the same impact domestically, as we are asking Aussie travellers to donate real, useful currency,” Mike Spirkovski, executive creative director of Iris said.
“Our challenge was to create the same behavioural leap in Australia and 5 Fund was it – turning our most useless coin into the most powerful change in the world. Almost everyone is stunned to hear that a five-cent coin can give a child two days of drinking water. The sad part is that the average Aussie wouldn’t even pick one off the floor and probably has hundreds of loose coins lying around the house or bottom of a bag.”
In the one minute 16 second spot, the five cent piece is changed and sculpted to portray different scenarios of how it could make a difference.
Check out the spot below, directed Craig Rasmus of the Feds with animation and 3D/VFX by Heckler.
“The entire team that worked on this project was remarkable and proved the power of a simple but extraordinary idea, when executed well, can make an amazing change to peoples’ lives” Spirkovski added.
“It was a monumental effort by all, in particular the sterling direction by Craig and the entire crew at Heckler, for delivering such a stunning piece of animation.”
The premise of offloading unwanted foreign currency after travelling on an international Qantas flight has already raised $28 million for Unicef’’s global child health, child protection and education program over the past 23 years.
CREDITS: Agency: Iris Worldwide Sydney Executive Creative Director: Mike Spirkovski Art Director: James Griffiths Senior Copywriter: Phil Shearer Copywriter: Daniel Miller Creative Services Manager: Roger Dore Managing Director: Penny Dixon Group Account Director: Jarrod Brennan Account Manager: Kym Lawson Account Executive: Courtney Borg Regional Planning Director: Dan Pankraz Head of Digital: Darren Collins Senior Designer: David Fleming Production Company: The Feds Director: Craig Rasmus Executive Producer: Michael Cook Post Production Company: Heckler Executive Producer: Will Alexander Executive Creative Director: Garry Jacques VFX Supervisor: Mick Watson VFX Producer: Samantha Daley VFX Coordinator: Tyrone Estephan Head of Lighting: Bryn Morrow Lighting: Albert Susantio Modelling: Sina Rahimpour Animation: Jialing Zhang Lead Compositor: Mark Kwanten Compositor: Tim Parsons Online: Maxence Peillon Audio Production & Sound Design: Nylon Studios Sound Designer: Nathaniel Joyce Senior Producer: Tanya Carswell Voice Talent: Felix Williamson Music: “Blood” by The Middle East Music Licensing: Music Mill Donna Fitzhenry & Nicole McCarthy Design & Branding: David Rees and Ritch Smalley Website: Made with love by all @ Pollen Client: UNICEF Australia Head of Corporate Partnerships: JP Zwinkels Corporate Partnerships Manager: Sally Roberts Corporate Partnerships Executive: Marinke Kat Corporate Partnerships Executive: Eammon Bryant