26 May, 2022

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”

By B&T Magazine

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”.

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