We all felt helpless in the face of 2020’s constant barrage of disasters and catastrophes. And 2021 hasn’t let up either. Last year, Australian Red Cross experienced its biggest demand since World War II, so it has responded with a new brand campaign bringing attention to this overwhelming feeling and highlighting its 106-year track record of helping in crises of all kinds.
In the animated spot, created by DDB Sydney and set to ‘Where to Start’, an original track written and recorded by Australian artists Kate Miller-Heidke and Keir Nuttall, all the world’s problems are playing out in a man’s neighbourhood. He desperately wants to help, but doesn’t know where to start. That’s when Australian Red Cross enters the scene.
Belinda Dimovski, Australian Red Cross’ director of engagement and support, said: “When times are tough and problems feel overwhelming, Australian Red Cross is helping the community and we hope to inspire Australians to act with us. We’re so pleased with how DDB Sydney brought that idea to life in this campaign, the first as part of our new brand platform.”
Matt Chandler, DDB Sydney’s executive creative director, added: “This project was a labour of love by a global force of brilliant creative people, from the incredible craftsmanship of the animators to the impossibly whistle-able track that Kate Miller-Heidke and Keir Nuttall wrote pro-bono for us. At every stage, we were blown away by people’s willingness to jump in and get involved in support of Red Cross.”
For more than a century, Australian Red Cross has been on the front line of emergencies, helping refugees and migrants, promoting the laws of war, supporting Aboriginal and Torres Strait Islander people, engaging in community activations, and assisting those disadvantaged by the justice system.
The brand campaign – the organisation’s first in almost 10 years – comes amid increasing pressure on individual and corporate donations for Australian Red Cross, and is running across TV, online, social and digital.
DDB Sydney collaborated with production companies UNLISTED and EDDY, and directors TURBOPASCAL COLLECTIVE on the campaign.
Credits:
Client: Australian Red Cross
Belinda Dimovski – Director Engagement & Support
Astrid Mallard – Head of Marketing & Communication
Shini de Silva – Marketing Manager
Mina Hayashi – Brand Manager
Dilini Perera – Senior Multimedia Producer
Kim Batchelor – Creative Communications Lead
Creative Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Executive Creative Director: Matt Chandler
Senior Art Director: Elaine Li
Senior Copy Writer: Jared Wicker
Chief Strategy Officer: Fran Clayton
Planning Director: James Davis
Head of Integrated Content: Renata Barbosa
Senior Producer: Niki Bentley
Managing Partner: Nick Russo
Business Director: Sigrid Westhoff
Directed by: TURBOPASCAL COLLECTIVE
(Directors Antoine Marchand, Benoit de Geyer d’Orth, Paul-Eugène Dannaud, Fabien Meyran)
Production: UNLISTED and EDDY
Sound Design: Andy Stewart (DDB Sydney)
Music Supervision: Level Two Music
Original Music: Written and performed by Kate Miller-Heidke & Keir Nuttall
