Berlei & BCNA Launch Star-Studded Breast Cancer Awareness Campaign Via Piglet Studio
Berlei together with partner Breast Cancer Network Australia (BCNA) has launched a new campaign “In support of you” to encourage all Australians to support those who are affected by Breast Cancer.
Created by Piglet Studio and produced by Vandal, the campaign is set to Marcia Hines’s anthemic 70’s disco hit “YOU” and celebrates the joy and comfort provided by the right support.
The campaign “In Support Of You” stars prominent Australians affected by breast cancer, including Olympic Medallist Raelene Boyle AM, MBE, Thredbo Landslide Survivor Stuart Diver, Professional AFLW Player Sophie Conway and Social Justice Advocate Aunty Pam Pedersen OAM.
These BCNA Ambassadors are joined in the campaign by other BCNA members and were filmed in locations across Australia, including The Gabba in Brisbane, Perth, country Victoria, Sydney and Thredbo.
As a result of the filming challenges brought by COVID, the production of the campaign was rescheduled four times over a period of three months. With various restrictions with filming in NSW, the campaign concept evolved from a Sydney studio set with talent flying in from across the country, to eight individual mini shoots located in the hometowns of each talent – WA, VIC, ACT, NSW & QLD.
In response to the restrictions, local videographers, DOPs or self-filming equipment were despatched to each State, with each location being directed live via link by director Tracey Rowe, with real-time Teams and Zoom feeds to Piglet and Berlei in Sydney and BCNA in Melbourne.
As part of this initiative, Berlei has also released a collection of Pink Bras, where $10 from the sale of each bra will be donated to BCNA.
Tracey Rowe, the Director, said: ‘It was a huge privilege to work with the BCNA Ambassadors and members, and tell their personal stories of support, thank you Berlei, BCNA and Piglet.
“It was crucial to create the right team, with empathetic personalities and skills, and I’m so appreciative of Piglet and Vandal for bringing together the perfect crew. I’m extremely proud of the result and was incredibly moved and inspired by everyone involved in this campaign.”
Piglet Studio, creative director, Andrew Henderson, said: “Through COVID complexity, what we initially thought a production setback turned out to be an incredible gift and what came to life was far greater than originally imagined. Through some clever tech, we were able to tell these inspiring stories of support from across the country. Like most Australians, each of us behind the scenes had personal stories of breast cancer making this campaign an even greater privilege.”
Vandal, producer, Ben O’Donnell, said: “Helping to bring The Berlei x BCNA campaign to life during one of the most difficult periods in recent memory was nevertheless made rewarding thanks to the incredible generosity of spirit from everyone involved.
“It’s a rare thing to have collaborative synergy at every stage of the production process, but the sheer number of people affected by breast cancer in some way meant an outpouring of kindness from pre-production through to delivery. Engaging in these stories of love and support has been a special and memorable experience.”
CEO of BCNA Kirsten Pilatti, said: “Now more than ever, it’s so important for Australians to show support for one another, and it’s of even more importance, for those who are affected by Breast Cancer. Whether they’ve been diagnosed, are caring for someone, or have lost a loved one.”
Andrea Michelle, marketing manager of Berlei, said: “As a partner of BCNA for over 15 years, our goal for this campaign is to raise awareness of the outstanding services they provide, in particular the BCNA Helpline.”
The campaign will launch on the 26th of September and run nationally on broadcast television and will be supported by TVC, print, social, digital, PR, edms and point of sale.
Client: Berlei
Division manager: Holli Michelle
Marketing manager: Andrea Michelle
Brand manager: Jade Massaad
Creative agency: Piglet Studio
Creative director: Andrew Henderson
Piglet producer: Brooke Smith
Production company: Vandal Director: Tracey Rowe
Producer: Benjamin O’Donnell Producer: Ciara Hehir
Production Coordinator: Gabrielle Filtz Editor: Mariah Dunn
Senior sound engineer: Nigel Crowley Online: Kent Smith
Managing director: Brenden Johnson
Please login with linkedin to comment
Andrea Michelle berlei Breast Cancer Network Australia Piglet Studio Tracey Rowe VandalLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.