Across Australia over 5,000 children are left in cars every year. Tragically for some families, rescue comes too late. Despite this issue being well publicised, the message still isn’t getting through.
To prove just how hot the sun makes a parked car, celebrity chef Matt Moran was recruited to literally cook a meal in one.
Disguised as yet another celebrity product launch, press and media were invited to the unveiling of the ‘Unconventional Oven’ by Matt Moran. The audience of media and onlookers watched as Moran prepared his signature Cowra lamb loin. When it came time to plating up the dish, Moran stunned onlookers by walking off stage and over to an SUV parked nearby. From inside the sweltering cabin Moran retrieved a fully cooked lamb loin. It was only then that he revealed his true intentions.
“The real reason I’ve got you here today has got nothing to do with me launching my new oven. It’s to do with over 5,000 kids being left in cars every year. And as a father I’m absolutely gobsmacked,” said a passionate Moran. “Australia needs to know that it is not safe to leave a kid in a car – it is like an oven.”
Kidsafe spokeswoman Kellie Wilson said, “the number of children left unattended in cars each year is staggering, given temperatures inside the cabin can be up to 30 degrees hotter than outside”.
AAMI marketing executive manager Josh Wittner added: “Road safety doesn’t stop when you park your car. Leaving a child unattended in a parked car during summer is dangerous and can be fatal.”
“This has been a project 12 months in the making – one that has drawn on the varied disciplines in our building. As we come into the hotter months, we sincerely hope it raises awareness of this important issue,” said DDB Melbourne executive creative director, Simon Bagnasco.
The event was held on December 1st, the first day of summer, at Sydney’s Bondi Beach. Within 24 hours the campaign has already been featured on The Project, Channel 9 News and Today as well as blogs and news sites across Australia and New Zealand.
The campaign film was directed by Stephen Carroll from Revolver/Will O’Rourke and was edited at the Butchery and onlined at the Refinery Sydney.
Client: Kidsafe Australia
Supporting partner: AAMI
Chief Creative Office DDB Melbourne: Darren Spiller
Group Managing Director: David Brown
Executive Creative Director: Simon Bagnasco
Creative Director: Jim Ritchie
Creative: Toby Kennedy
Creative: Jordy Molloy
Creative: Jim Ritchie
Head of Broadcast: Simon Thomas
Senior Broadcast Producer: Tuesday Picken
Agency Editor: Marissa Brian
Motion Designer: Joshua Cameron
Senior Business Director: Julia Sheehan
Senior Business Manager: Kristen Mahler
Account Director: Diana Sinclair
Managing Director: Elly Hewitt (Mango)
Account Director: Susie Thomson
Head Of Experiential: Ben Barratt-Boyes
Executive Producer: Gemma Lahney
Account Manager: Zoe Watson
Head of Social: Penelope Lipsham
Account Executive: Erin Taylor
Head of Digital: Matt Oxley
Executive Producer: Kristy Russell
Producer: Victoria Houen
Head of Digital Art: Jonathon Yuen
Designer: Milena Marin
Developer: Michael Raffaele
Production House: Revolver / Will O’Rourke
Director: Stephen Carroll
MD & Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Tobias Webster
Line Producer: John Sandow
DOP: Grantley Smith, Will Robertson and Joshua Heath
Post House: The Butchery / The Refinery Sydney
Post Producer: Amelia Babos
Editor: Dan Lee – The Butchery
Online: Drew Downes – The Refinery Sydney
Grade: Drew Downes – The Refinery Sydney
Sound: Colin Simkins – Gusto Music
Infrared Technician GTEK: Grant Law