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
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.