Rio Tinto Launches AR Tech Campaign To Raise Money For The Royal Flying Doctor Service Via Marcel Sydney

Rio Tinto Launches AR Tech Campaign To Raise Money For The Royal Flying Doctor Service Via Marcel Sydney

Marcel Sydney and mining and metals company Rio Tinto have launched a campaign to raise $20 donations for its community partner, the Royal Flying Doctor Service (RFDS), by letting the $20 note speak for itself.

Unknown to most, Reverend John Flynn, founder of the RFDS is actually featured on the Australian $20 note.

So to drive donations, they created a world-first mobile experience that brings him back to life so, for the first time, the very thing they want you to donate asks you to do it.

Using pioneering AR technology through a browser, you simply scan the $20 to discover that the history and the future of one of the most beloved Australian organisations has always been in your hands.

Visit on your mobile phone and scan a $20 note for the full experience.

Rio Tinto CEO Iron Ore, Chris Salisbury said: “The health and safety of our people and the communities where we operate are critical to Rio Tinto.

“That’s why we’ve been proud to support the wonderful work of the Royal Flying Doctor Service for the past 35 years.

“In recent times we have committed $10 million to support the RFDS’ two new state-of-the-art jet aircraft which ensure patients anywhere in Western Australia can be reached within approximately three hours.”

Salisbury continued: “While these jets are a great asset to WA, it costs a lot of money to keep them in the sky.

“That’s why we’re now raising funds to ensure the RFDS can continue their vital services across the state.

“We’re calling on Australians to help ‘Keep Flynn Flying’, with Rio Tinto matching all donations up to $100,000.”

Rio Tinto has already committed $22.5 million of funding which includes $10 million towards two new Rio Tinto LifeFlight PC-24 jets but will also match donations by the general public up to $100,000.

RFDS CEO, Rebecca Tomkinson said: “The new Rio Tinto LifeFlight PC-24 jets are a game changer in aero medical care, enabling reduced flight times and increased capacity for patients and medical teams.

“We are delighted to partner with Rio Tinto to raise awareness about the Royal Flying Doctor Service and encourage public donations to keep our vital service in the air through this unique mobile experience.”

Marcel Sydney associate creative directors Facundo Martinelli and Daniel Galeano said: “The RFDS is one of the most quintessential Aussie organizations.

“We loved being a part of this project and are excited to bring the RFDS’ legacy to life through innovation.

“But best of all, the message has always been in every Aussies’ hands, people just don’t know it yet. And with a new $20 note soon coming into circulation, we wanted to say goodbye by making the best use of it.”



Client: Rio Tinto and Royal Flying Doctor Service

Creative Agency: Marcel Sydney

Facundo Martinelli, Associate Creative Director

Daniel Galeano, Associate Creative Director

Ryan Bernal, Managing Director

Knox Cassidy, Senior Account Manager

Simon Davis, Senior Integrated Producer

Michael Demosthenous, Senior Producer

Animation Production company: Might Nice

Director : Simon Robson

ECD : Darren Price

Designer : Bonnie Forsyth

3D model and surface : Greg Petchkovsky, Billy Harrison, Trent Rogan

Rigging : Tessa Eden

Animation : Chris Breeze, Duncan MacLaren

Compositor : Supriya Bhonsle

Technical Director : Trent Rogan

Head of Studio : Jeremy Howdin

Senior Producer : Tina Braham

Junior Producer : Diana Angelius

Technology Production Company: Pasto

Technical Lead: Agustín Mendé

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