Australian independent medical research institute, the Centenary Institute, has unveiled its new brand campaign via WPP-owned creative agency 1 Kent Street.
The campaign, ‘Our nation’s silent heroes – Beaches to Benches’, is an articulation of the Centenary Institute’s overarching brand platform, ‘Life Saving Research’, and encourages viewers to recognise the invaluable work of its scientists in understanding disease and finding a cure for chronic illness.
Featuring Bondi Rescue’s Jesse Pollock and the Centenary Institute’s own scientists, Beaches to Benches highlights that some of Australia’s most successful lifesavers work behind the scenes, swapping soft sand for science labs and bare feet for lab coats and microscopes.
The 30-second spot aims to inspire audiences to support the Centenary Institute’s important work, and by doing so, they too can become a lifesaver.
Simon Collins, former executive creative director at 1 Kent Street, said the creative challenge was twofold.
“Firstly, to find a way to broaden public perception of what ‘life saving’ means, and secondly, to position Centenary Institute as an organisation we should all be proud of and whose collective talents and dedication we all stand to benefit from,” he said.
“We needed an idea to which successive creative executions can lend new currency and new traction year after year. I’m excited at the prospect of delivering on that promise.”
Serena Stewart, fundraising and marketing manager at the Centenary Institute, said:
“Young people don’t like to think about illness, let alone death. However, many do enjoy spending their free time at the beach. It was a dream working with the creative team at 1 Kent Street and formulating ‘Beaches to Benches’.
“Our aim is to raise awareness around the incredible work of scientists at the Centenary Institute and let Australians know they have the power to help save lives through their support and donations.”
The TVC is supported via social, digital and print. All media materials are reliant on CSA placement. Follow-on roll-outs of the campaign are planned with Simon Collins, now of Collins Gartrell, remaining as creative director.
Client: Centenary Institute
Fundraising and marketing manager: Serena Stewart
Media and communications manager: Jessica Bowditch
Marketing manager: Karen McBrien
Creative: 1 Kent Street
Director: Simon Collins
Director of photography: Nino Tamburri
Stills photographer: Petros Ktenas
PR: Hidden Characters
Managing director: Annalise Brown
Communications manager: Naomi Rheinberger