Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter.
The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero of the piece, seamlessly integrating with their surroundings – showing how non-invasive these everyday items and behaviours can be to our worlds, despite making a huge impact.
To help reduce the spread of COVID-19 and flu over winter, the campaign is aimed at overcoming the community’s general sense of COVID fatigue, whilst motivating them to continue to do the little things, that make a big difference in keeping the community healthy and safe.
Nathan Quailey, general manager Ogilvy Australia said: “We’ve partnered with the team at the NSW Department of Customer Service since the height of the pandemic, and we have never met a more resilient team of people. A constantly changing world where health advice needs to move at a pretty unnatural speed, means we’ve spent quite a lot of time together, trying our best to read the temperature of NSW and frame messaging that’s going to be most impactful and well received.”
The Little Things worlds are also a true testament to the skills and imagination of everyone who worked on them.
The miniature worlds were expertly crafted in partnership with Photoplay and Dropbear, using a mix of 3D printing, skilled model painters and set designers to build scenarios that were completely to scale in relation to COVID objects – from a basketball painted on the head of a pin, and dumplings smaller than a grain of rice, to skateboards fashioned from RAT tests and tissue packet couches.
Toby Talbot, chief creative officer Ogilvy Network ANZ added, “Two years of COVID have left us somewhat jaded by hearing about it in the media, so we took a distinctly non-preachy approach (something that was backed up by research) in this new campaign and made it all about ‘living with COVID’. So, in a charming way, we’re going to help people see that just doing ‘the little things’ helps keep us COVID safe. Integrating real face masks and RAT tests into little dioramas of miniature people feels like a fresh new take to us, and we’re delighted with the result”.
In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]
Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]
Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]
PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]
Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]
In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.
Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]
Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]
The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]