Emotive and Good Oil Films are partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.
The sequential stories, made exclusively for YouTube via its video ad sequencing tool, are designed to spark a conversation around a largely unknown problem in Australia – illiteracy.
In tackling the brief, Emotive discovered something alarming: that over half a million Australians between the ages of 15 and 85 are illiterate. It was a shocking reminder that despite how far we’ve come as a country, education is something we should never take for granted. And that led to the core idea – a ‘Trojan Trailer’.
Emotive group creative director Ben Clare commented: “We wanted to draw attention to the goal by way of a simple demonstration, and by making people empathise with the problem. The idea was to draw viewers in with a movie trailer – one of YouTube’s most searched categories. Only ours contained a hidden message about illiteracy. To illiterate audiences, it was seen as a dramatic film trailer. To anyone who can read, we created a stark reminder of the difference quality education can make in people’s lives.”
The sequential stories use a combination of short teaser films to build intrigue for a 60” trailer. But for those who skip the trailer, Emotive created a series of subsequent films in which the protagonist’s situation gets progressively worse – an analogy for how illiteracy affects one’s life.
Good Oil Films director Michelle Savill commented: “I wanted people to really think they were watching a trailer, so it had to have scale. Getting a plane out to the dunes and shooting under a summer sun was challenging in the best way and worth it for the spectacular visuals. I’m really proud of what we’ve achieved.”
Google Australia head of creative development Fiona Walford commented: “We were looking for best-in-class global agencies – leaned into YouTube, with proven credentials, and great client examples on the platform – to showcase the possibilities of creating sequential stories on YouTube.”
Emotive CEO & founder Simon Joyce commented: “We are incredibly proud to be partnering with Google and the United Nations to shine a light on some of the shortcomings of the education system in this country. Education liberates the intellect, unlocks the imagination and is fundamental to self-respect. Of course, none of that is possible without the simple requirement of literacy, something that a surprising number of Australians struggle with. We hope that this campaign can spark critical discussion that leads to change.”
Advertising has a rich history of being daring. From DDB’s 1960 Lemon ad for Volkswagen, to Salvador Dali designing Chupa Chup’s logo in 1969, to Droga5 pretending it was making a new Crocodile Dundee movie for Tourism Australia, the creative we crave dare to stand out! So, tomorrow B&T has teamed-up with our good friends […]
One of Australia’s largest groups of privately-owned public relations and marketing agencies has rebranded under one name, The Recognition Group. The group is comprised of three separate agencies: Recognition PR; Outsource and Write Away Communication. The Recognition Group is owned by Liz Marchant [feature image] and Adam Benson, employs 31 full-time staff members and supports […]
Premium mixer brand Fever-Tree has launched its largest advertising campaign in Australia to date via indie agency New Colony. With summer on the horizon, Fever-Tree’s latest campaign encourages consumers to ‘mix with the best’ with new messaging that reinforces its brand promise as a premium, high quality mixer complementing light and dark spirits. The out-of-home […]
Frameplay today announced its first global integration with Magnite to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater access to engaged audiences. Current RTB programmatic capabilities […]