Campaign: Adshel Supports Children’s Brain Illness Charity, Brainwave
The winning entry for the competition among Australia’s creative brains to create a campaign for Australia’s only paediatric brain illness charity Brainwave has been launched on Adshel’s digital screens.
The competition was sponsored by Adshel and is featured at two locations around Sydney – Bondi Junction Bus Interchange and Town Hall Station. The new technology uses gamification to draw attention and drive engagement with today’s connected consumers.
Brainwave, celebrating its 20th anniversary in 2014, offers practical and emotional support to children with neurological conditions and their families, supplying mobility equipment, providing funds for rehabilitation and ongoing therapies as well as bringing families together for some fun at a range of free events across the year.
Working side by side with both Westmead Children’s Hospital and the Sydney Children’s Hospital, Brainwave has long supported families in New South Wales whose their lives have been turned upside down following the diagnosis of neurological illness in their precious child. The high profile nature of this campaign provides some much needed promotion for its vital support work.
The competition, run by Adshel attracted 100 entries and was judged by a panel of experts: Adam Ferrier, founder & partner of Naked Communications; Damian Damjanovski, founder/strategy director at Common Ventures; Kevin Macmillan, founder/creative director at The Works; Nicole McInnes, director of marketing at Adshel along with Brainwave‘s Chairman, David Blackley, retired Chairman of Clemenger BBDO.
Nick Blair and Adam Harriden from Traffik in Sydney won a trip to New York for their winning approach that features images of some of the children Brainwave supports along with the headline: Help us put lives back together. With a clever ‘jigsaw’ interactive concept, the design perfectly displays what Brainwave does for children whilst taking advantage of the latest digital technology Adshel offers.
Brainwave’s awareness building campaign is one of the very first to be deployed on multiple interactive screens as part of Adshel’s scalable digital network. Touch sensitive, the 70” high definition LCD screens provide the opportunity for consumers to interact with the screen, thereby creating campaign resonance, brand advocacy and recognition. The schedule kicked off on Monday 27 October and follows an extensive bus shelter campaign, also sponsored by Adshel, which appeared at locations around Melbourne and Sydney in August.
Brainwave’s Chairman, David Blackley, said, “As an ex-creative director myself, I understand the power of the advertising message. Coupled with the newest digital screen technology, we’re sure the Brainwave message will be well received by the thousands of people who will pass these locations every day. We are sincerely grateful to Adshel for their generosity; the opportunity to promote our message in such a high profile way is priceless to a grassroots charity like ours.”
Adshel’s director of marketing, Nicole McInnes, added, “Adshel is proud to support Brainwave in their crucial and inspirational work. An interactive digital campaign offers the ideal gateway to form a lasting connection between the charity and Sydney’s commuters. We’re delighted Brainwave is amongst the first organisations to benefit from our interactive capability and we look forward to the campaign driving awareness for their incredibly worthy cause.”
The Brainwave campaign will be featured on the interactive screens at Bondi Junction Bus Interchange and Town Hall Station and will be active for a week from Monday 27 October.
To learn more about Brainwave or to make a donation go to www.brainwave.org.au.
Please login with linkedin to comment
Central Station Clemenger BBDO Sydney moderation Multi-Screen TV Summit Red BullLatest News
Broadcaster Forced To Apologise After Reporter Threatens To Beat Up Heckler
British broadcaster ITV has been forced to apologise after one of its journalists was filmed threatening to beat up a young man who’d allegedly heckled him while he was attempting to deliver a live cross. As reported on B&T on Monday, journalist Callum Watkinson was reporting live from the British city of Birmingham when young […]
Can Data Sharing Marketplaces Take On The Tech Giants?
Data marketplaces are just like your local farmer's market, just without the gozleme or giant orange juice machine.
A Road Map To The Right Marketing Combination
In this guest post, Dan Hojnik (pictured below), head of strategy and planning at Involved Media, argues that brand and performance are more closely linked than many marketers care to admit… I remember trying to explain the benefits of brand and performance marketing working together early on in my career only to have a strong-headed […]
LiSTNR Announces Collaborations With Apple Podcast Subscriptions
Good news this morning for podcast enthusiasts. Not so good for podcast advertisers, however.
10 ViacomCBS And Football Australia Announce Largest Socceroos And Matildas Broadcast Deal Ever
10 ViacomCBS and Football Australia today announced a landmark media rights agreement which will see all the Australian National Teams and the FFA Cup matches broadcast across Network 10 and Paramount+. The agreement, which encompasses the media rights for all national teams (Socceroos, Westfield Matildas, Young Socceroos, Young Matildas, Joeys, and Westfield Junior Matildas) owned […]
A Home For Marketing: How Medibank Centralised Their Marketing Operations For An Agile World
With a goal to provide Australians with “Better Health for Better Lives”, Medibank is Australia’s leading private health insurer, with more than 3.7 million customers through the Medibank and ahm brands. In addition to private health insurance, the Medibank group also offers a suite of diversified insurance products including travel, life and pet insurance. With […]
Ron Ramaiya Joins The Lab As Head Of Data Science
Ramaiya will be responsible for The Lab's data science capabilities and will take out the yellow bin on Tuesdays.
No Measurement, No Worries? What Apple’s Latest Privacy Changes Mean For Marketing
Privacy added to the list of reasons why Apple can charge you $2,000+ for an iPhone.
Life At LinkedIn With Head Of Agency & Channel Sales Lara Brownlow
Close your eyes and transport yourself into the LinkedIn offices here. Although that will make it very hard to read.
“We Will Play By The Same Rules”: Google Says No To Self-Preferencing Ahead Of Third-Party Cookie Removal
Google says it will play by the rules here, although it isn't really a fan of the draw four rule in Uno.
The Turning Tide Against Surveillance Capitalism
Do you ever get the feeling you're being watched? If so, read this piece... or just close your blinds.
Kim Kardashian Spruiks Risky Cryptocurrency In Controversial Instagram Ad
Kim Kardashian unfortunately stops short of calling it 'kryptocurrency' in this latest promotion.
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine Promotes Jo Clasby To Commercial Director, Publishing
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
“No F*cking Way!”: Why Pink Floyd Frontman Turned Down A Facebook Ad
What is more rock n' roll - turning down a Facebook ad or swearing for no reason during an interview?
The Ben Roberts-Smith Defamation Trial Heats Up, With 21 SAS Soldiers Set To Testify
Has the whole Ben Roberts-Smith defamation case left you exhausted? Well, apparently we're only in week one of 12.
The Chaser Temporarily Changes Twitter Name To ‘The Stalker’ In Support Of Arrested Friendlyjordies Producer
If you're going to piss someone off on YouTube, best it's not anyone with the NSW Police Force at their disposal.
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
YouTube Bans Alcohol, Gambling & Political Ads From Masthead Unit
YouTube bans alcohol, gambling & political ads from its masthead. Sadly, dodgy real estate agents remain unaffected.
Xandr Launches New Guide Exploring The Future Of Identity
Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.
Independent Media Agency Indago Digital Celebrates Three New Client Wins
Independent media agency Indago Digital has bounced back from COVID revenue losses with three new client wins.
GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Seven Announces New Judges For Australia’s Got Talent, Including Neil Patrick-Harris, Alesha Dixon And Kate Ritchie
Seven wheels out big guns for its Australia's Got Talent judging. One can only assume Daryl Somers was otherwise busy.
Teyana Taylor Named Maxim’s Sexiest Woman Alive – The First Black Woman To Win The Title In 21 Years
This involves a lad's magazine & a sexiest woman poll. Why not whack on some Oasis & pretend it's 2001 all over again.
AWARD Launches New Festival Of Creativity, This Way Up
Struggling to get the creative juices flowing? Well, this event will have it draining out of you like a case of typhoid.
Sky News To Investigate ‘Australia’s Cocaine Crisis’
Surely Josh Frydenberg could use Australia's apparent cocaine crisis as a sign of a booming economy at $350 a gram.
WhatsApp Doubles Down On Privacy In New Campaign
If there's a buzzword for the tech giants at the moment, it has to be privacy. That and colonising Mars to pay less tax.
Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]
Toys Come To Life With AR In New Big W Campaign Via RYOT Studio
Adland's been talking up augmented reality for a while now and, look, someone's finally bothered to use it.
