Starlight Children’s Foundation has launched a stunning new campaign in support of their fourth annual Super Swim challenge this February.
The challenge aims to raise $3 million for the charity’s vital hospital services, Captain Starlight and the Starlight Express Rooms.
The campaign was generously created in collaboration with two Brisbane-based creative businesses.
Colony, who developed the creative concept and Chop Shop Post Pty Ltd, who provided full production and post-production services with composer Mark Watson.
The campaign urges people from all walks of life to take part in the swimming challenge to raise money for sick kids and when they do – Australia will be cheering them on.
Titled ‘Cheer On’, the ad invites Australians to become a Starlight Super Swim Hero by signing up for the fundraising challenge online.
Colony creative director, Simon Buutveld, said, “We set out to grab the attention of people who aren’t afraid to jump in the water, no matter where they are in Australia.”
The ad plays to the universal appeal and love for swimming that many Australians have.
The inspiring spot and the audio that accompanies switches between the world of the swimmers and their enthusiastic audience.
Impressively, the TVC was shot on four different days, in eight different locations, across two states and captured three different sunrises.
What’s more this was all done while juggling the challenges of an east-coast weather event during a global pandemic.
The stunning vision was captured with ARRI’s new large-format camera and Lecia lenses, allowing filmmakers to explore the immersive large-format aesthetic while retaining pleasing skin tones and stunning capability for HDR workflows.
“Lav and Mike were passionate about every single shot and did a great job of communicating the seriousness of the foundation’s work,” said Buutveld.
National marketing and communications manager, Melissa Gamble, added, “Starlight has continued to be there for sick kids throughout the challenges of the past two years.”
“Only with the help of the community taking part in challenges like Starlight’s Super Swim, can we continue to deliver the happiness and positive distraction seriously ill children and their families so desperately need in times like this.”
Colony, co-founder, Matt McCarthy, also contributed by stating, “Our biggest goal is to see this work deliver an outstanding fundraising and awareness result for Starlight.”
The cast were all volunteers with the ad also featuring Starlight ambassadors Mick Fanning OAM (Pictured below) and Brooke Hanson OAM, who interestingly take a backseat in the commercial to the ‘starring’ swimmers – Starlight team members, board representatives and fundraisers.
The campaign is ‘powered by Speedo’ who donated swimsuits and gear to support the production.
The campaign is running across a variety of free-to-air and paid channels.
The TVC has been released as part of Starlight’s marketing rollout with activity across free-to-air and subscription TV, radio, digital, social and retains OOH channels to drive buzz for Super Swim.
This is the first Super Swim TVC the children’s charity has released since the campaign’s inception in 2019.
It’s available in full or 60, 30 and 15 second spots.
The Super Swim challenge encourages Australian’s around the country to dive in and make a splash for sick kids for the month of February.
This year, Australia’s favourite virtual swim challenge aims to raise $3 million across February to deliver happiness to over 76,000 sick kids in hospital.
For more information about the Super Swim, sign up today, visit http://www.superswim.org.au/
See more about Starlight’s effective storytelling and content amplification at B&T.
