Thinkerbell Unveils Latest Work For The Guide Dogs

A new campaign created by Thinkerbell for Guide Dogs Australia aims to dispel misconceptions that the organisation only provides services related to its much-loved namesake, and encourage people with low vision or blindness to seek support from the charity’s wide range of services much sooner.

The ‘more than just guide dogs’ campaign aims to speak directly to Guide Dogs’ prospective client base through a video with executions that are accessible and tailored specifically to people with low vision or blindness.

The campaign was developed in collaboration with a range of specialists including Guide Dogs practitioners and people with low vision or blindness, and features the singular message, ‘More than just guide dogs.’ animated on screen to change in size, position and colour to account for some of the most common vision conditions. These include blurred vision, tunnel vision, peripheral vision, patchy blindness, field blindness, colour blindness and lastly total blindness.

“We are so much more than an organisation that just provides Guide Dogs. Through the clever rearrangement of our main message on screen, we hope this campaign reaches more people through inclusion and accessibility. We want to start a conversation and for people to know that no matter their vision level, we have a service that can be tailored to increase their independence and help them reach their individual goals,” said Charlie Spendlove, head of marketing and communications Centre of Excellence at Guide Dogs.

Jim Ingram, chief creative tinker, Thinkerbell, added: “Producing a singular message that can be read, or received, by almost anyone with different levels of vision was our creative challenge. Large full-screen white letters on black might suit some, whereas smaller lettering placed against a contrasting lighter background is better for others. We’re pleased with the result as without comprehension of the message there’s nothing.”

The music and sound design have also been constructed to enhance inclusivity and add another layer of depth by creating a sense of each eye condition with an audio effect. The video’s voice over and audio description is provided by long-term Guide Dogs Client, Alistair Lee – a professional voice over artist who is also blind.

CREDITS

Client: Guide Dogs

Charlie Spendlove – Head of Marketing and Communications Centre of Excellence

Ange Clark – Brand Manager – Marketing and Communications

Agency: Thinkerbell

Regina Stroombergen – Lead Tinker

Gideon Nedas – Lead Thinker

Jim Ingram – Chief Creative Tinker

Adam Ferrier – Chief Thinker

Jaime Morgan – General Manager

Paul Leaning – Production Tinker

Terry Mann – Content Tinker / Music

Production: Vandal

Managing Director – Brenden Johnson

Executive Producer – Anna Greensmith

Creative Director – Richard Swan

Associate Creative – Director Kurtis Richmond

Design Director – Robo Dinnerville

Sound Designer / Mix – Nigel Crowley

Online / Mastering – Phil Stuart – Jones

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The Guide Dogs Thinkerbell