Melbourne independent agency Fenton Stephens has developed a new campaign for the Victorian Department of Education, celebrating the powerful role kindergarten plays in a child’s early development.
‘Free Kinder shapes young lives’ takes familiar symbols of kindergarten play – squares, circles, triangles and more – and gives them deeper meaning, transforming them into life-sized portals into the world of kinder.
Created in close partnership with early childhood subject-matter experts, each shape represents a key developmental benefit of high-quality early childhood education. From social skills and communication to creativity, curiosity and movement, the work is grounded in real, everyday moments of development.
The campaign works on two levels. For families, it drives awareness of Free Kinder and turns that awareness into enrolments. For the workforce, it supports the rollout of additional Free Kinder hours by attracting new people to qualification pathways and encouraging those who’ve stepped away to come back, honouring the profound and everyday impact they have on young lives.
To bring the idea to life with a sense of warmth and authenticity, the portal transitions were captured in camera using three-dimensional giant wooden shapes, rather than relying solely on post-production. The result is a tactile, playful world that feels true to the everyday materials and experiences of kinder.
“The magic began when we hit on the idea of shapes being portals. Move over, Narnia!” said Alex Fenton, chief creative officer, Fenton Stephens.
The films were directed by Alex Feggans through Sedona and supported by social, print, outdoor and radio.
Credits:
Client: Department of Education Victoria
Agency: Fenton Stephens
Chief Executive Officer: Simon Antonis
Chief Creative Officer: Alex Fenton
Executive Creative Director: Chris Ellis
Senior Copywriter: Lou Egan
Senior Art Director: Zoe Yeoman
Chief Customer Officer: Amy Stephens
Agency Producer: Lisa Ramsey
Account Managers: Rowie Johns and Sapphire Stewart
Production Company: Sedona Productions
Managing Director / Executive Producer: Kim Wildenburg
Director: Alex Feggans
Producer: Helen Morahan
DOP: Kieran Fowler
Production Manager: Jess Junor
Production Designer: Lucinda Thompson
Standby: Tim Disney
1st AD: John Sandow
Key Grip: Luke Stone
Gaffer: Matt Begg
Wardrobe: Fior Galderisi
HMU: Eve Flight
Casting: Nick Hamon Casting
Stills: Christopher Tovo
Post Production: Mr Fox
Editor: Andy Stalph
Flame: Drew Moden
Post Producer: Clare Lehner
Sound Studio: Production Alley
Sound Engineer: Rodney Lowe
Sound Producer: Les Molnar
Music Composition: Studiotonic @itsstudiotonic
Music Composer: Charlie White @charliewhite.tv
Music Exec Producers: Laura-Leigh Le Brocque and Emma Hoy
