After winning gold in the Out of Home category at the Cairns Hatchlings Awards, presented by Yahoo, Saatchi & Saatchi’s integrated designer Sophie Whitehead and copywriter Sophie Harper have highlighted the importance of producing creative and live out of home placements.
The pair were tasked with a brief from the United Nations to meet Gen Z and Millennials exactly where their money and attention already were.
Their insight was that despite feeling “too poor to give,” the average Australian under 30 spends $178 a month on subscriptions they barely use. Money already leaving their wallet, just not changing any lives. Whitehead and Harper didn’t ask that audience to give more, but rather asked them to notice what they were already spending.
Deployed across motion-enabled DOOH, programmatic contextual screens powered by live OCHA data, and a Transit DOOH partnership with Transport NSW, the campaign succeeded, and did indeed meet Gen Z and Millennials exactly where their money and attention already were.
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When asked by B&T about the award winning work backstage in Far North Queensland, Harper explained they tried to put it into a language “everybody understands”.
“With really creative, live, out of home placements that stop people and make them pause and actually think about where their money is going,” she said.
“We were tapping into the wastefulness of subscription culture these days, and really asking them to think how they’re spending their money, and then using the key language from subscription culture to sort of shift that perspective,” Whitehead added.
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When asked where the pair will place their trophies, Harper said:
“I think we’ll probably have to have a little bit of a discussion with our agency. Potentially we can leave them on the cabinet in the agency for a little bit, but I think eventually they’re coming with us,” she said.
“Oh I have a spot for it,” Whitehead laughed.
“I have a pedestal, and it will be right on there next to my bed, so I can wake up every day and think ‘Wow, I’m a hatchling’.”
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