The Victorian Department of Justice is taking a new approach to highlighting the risks of alcohol consumption when in and around the water with a new campaign from Loud&Clear.
The campaign encourages Victorian men to stay safe around water by highlighting parts of their life they’ve worked hard for, but could lose, by drinking alcohol and then going for a swim.
The integrated campaign is targeted at men aged 25-39 and features online video, radio, digital and social media executions.
The 30-second online and radio ads feature a slightly intoxicated ‘Darren’ and his friends relaxing by a river in a typical camping setting. Darren mentions he might go for a swim, when his mates start calling ‘shotgun’ on (claiming) his prized possessions (Xbox, car, boat) if he drowns. The ad also outlines the importance of deterring your mates from drinking and swimming.
The Don’t Drink and Drown campaign forms part of the Victorian Government’s annual water safety program. Play it Safe by the Water is a community safety campaign that aims to increase safety around water in a bid to reduce the number of fatal and non-fatal drowning incidents in Victoria.
Client: Victorian Government Department of Justice:
Client Contacts: Romina Reale, Andrew Ellis
Agency Producer: Julie Rutherford
Creative Director: Joel Beath
Account Director: Sarah Mundine
Writer: Jordan Prosser & Sam Burns
Production House: Honey Commercial Films
Director: Chris Sferrazza
Producer: Jilly Howe
DoP: Edward Goldner
Editor/Post: Ryan Brett -Manimal Post
Sound Production: Alley
Engineer/Producer: Rodney Lowe
Audio Producer: Theresa Valka
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]