This week sees the launch of a new ad campaign for Royal Far West that is the culmination of a full rebrand and positioning undertaken by independent creative agency The Hallway.
Since its creation in 1924, Royal Far West has provided essential specialist services like psychology, speech pathology and occupational therapy to thousands of children living in rural and remote areas of Australia.
This campaign aims to drive donations to support the aggressive growth ambitions of Royal Far West, which is aiming to support over 15,000 children and families per year by 2020.
The campaign uses the simple motif of a child’s tin can telephone to convey Royal Far West’s role in connecting Australian country kids to the developmental care they need.
The Hallway’s executive creative director, Simon Lee, said: “There are so many facets to the amazing work that Royal Far West does. The challenge was how to sum it up in a single-minded, compelling brand idea.
“‘Tin Can Telephone’ achieves this and gives our audience an emotive reason to care.”
Jacqui Emery, business director at Royal Far West, said: “This is an exciting milestone in Royal Far West’s proud history.
“Our brand identity is now a fitting expression of the forward-thinking organisation that we are, and Tin Can Telephone is a powerful filmic vehicle for our story.”
The campaign is rolling out across TV, online video, digital display and print media.
Client lead: Jacqui Emery
ECD and director: Simon Lee
Producer: Carolyn Starkey
Strategy director: Matt Rawnsley
Senior account director: Annabelle Pocock
Copywriter: Jess Thompson
Art director: Jess Steel
Director of production: James Brown
Editor: Adrian Barac
Composer: Justin Shave, Uncanny Valley
Sound design: Matt Perrott, Uncanny Valley
Colour grade: Billy Wychgel, White Chocolate