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
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]