A water-safety campaign built around a concerned mate and his protective instincts.
⸺ The Objective
To raise awareness of river safety and encourage safer behaviour around waterways.
⸺ The Audience
Regional Australians who spend time in and around rivers and other waterways.
⸺ The Approach
We explored several creative directions before developing a character who wants to protect his mates. His well-intentioned efforts gave the campaign its humour, with a familiar friendship dynamic providing a way into the safety message.
⸺ The Production
We handled concept development, scripting, casting, locations and props, followed by a one-day shoot beside a Sydney waterway. Video and photography formed part of a campaign that also included radio and shorter social assets.
⸺ The Deliverables
45-second ad
30-second ad
15-second ad
Social cutdowns
Radio ad
Campaign photography
⸺ The Disciplines
Creative Development
Video Production
Photography
Video Editing
Photo Editing
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