The Benevolent Society has launched its second integrated brand campaign in collaboration with Jack Nimble. The uplifting stories, created and produced by the hybrid agency, aim to raise awareness about The Benevolent Society’s comprehensive support services.
In the second iteration of the campaign, the stories reimagined Aussie rock royalty Spiderbait and their iconic track ‘Calypso’, creating an instrumental version inspired by the experiences of The Benevolent Society’s clients.
The integrated campaign airs across TV, BVOD, out-of-home, print, digital, and social. It follows a series of everyday Aussies highlighting how The Benevolent Society’s programs and services empower people to live life on their terms. The stories feature an elderly man working with a physiotherapist to keep tending his garden, an autistic school child receiving speech therapy, and a First Nations family finding solace in a community hub centre.
Lisa Hresc, director of communications & engagement at The Benevolent Society, said the second instalment of the brand campaign continued to highlight the organisation’s mission to provide services and support to those in need by valuing each person’s story and their goals.
“Our services empower people to live their lives, their way,” said Hresc. “The campaign illustrates how The Benevolent Society lives out our value of optimism and our approach to positive, strengths-based practices. It positions us as a contemporary option for people looking for excellent and innovative disability, aged care, and family services”.
Taylor Thornton, creative director at Jack Nimble, said that the campaign showcases commitment to standing out in a crowded category.
“We felt that charity content can drift into the depressing and spend too much time on the problem, but we wanted to continue to celebrate the skilled staff and carers and show how they empower their clients. We wanted to continue to challenge assumptions in the category by featuring a child with a non-visual disability receiving speech pathology for their autism, giving them the confidence to connect and communicate with their friends at school,” explained Thornton.
Credits
Client: The Benevolent Society
Executive director, impact & engagement: Jeremy Halcrow
Director, communications & engagement: Lisa Hresc
Manager, brand & marketing: Kathryn Jackson
Content & campaign specialist: : Liana Habak
Growth solutions specialist: Brian Tran
Creative agency & production company: Jack Nimble
Executive producer: Angus Mullane
Executive creative director: Adam Wise
Head of account service: Jess Steele
Senior producer: Michael Debach
Production manager: Angelina Tsinganos
Creative director: Taylor Thornton
Senior art director: Divya Abe
Director: Jordan Watton
1st AD: Jose Marquina
DOP: Matt Maule
1st AC: Molly Sutherland
2nd AC / data wrangler: Shang Lien-Yang
Gaffer: Peter Sutton
Lead electric: Tobias Andersson
Grip: Kris Wallis
Grip assist: Aurore Leclerc
Production design: Cloe Jouin
Art dept assist: Jeremy Bunny
Art dept assist: Charles Upton
Wardrobe stylist: Laura Bracken
Sound recordist: Joe Dutailis
Hair & makeup artist: Linda Thi
HMU assist: Alphie Sadsad
Unit manager: The Production Unit – Matt Withaar
On-set nurse: Gina Simon
Runner: May Kiyama
Casting: Matthew Waters Casting
Locations: Third Eye Locations
Post:
Editor + VFX: Josh Regoli
Head of animation: Drew Meier
Senior designer: Darcy Bush
Music licensing & composition: Big Sync
Sound design: Massive Music
Colour grade: Elvis Colour
Stills:
Photographer: Clint Kollier
Digi Op: Hellen Algie
Stills Assist: Heather Fletcher
Stills Assist: Chris Proud
Stills Producer: Luke Della Santa
Stills Retouching: Justin Malinowski
