The brief was to produce TVCs but to also have a suite of other brand creative including digital, radio and newspaper advertisements, outdoor executions and cinema advertising.
We started with the idea that we wanted to carry on the legacy of Professor Fred Hollows and our ECD Dee Madigan suggested the beautiful song "Carry You", written by Tim Minchin and released by Missy Higgins earlier this year. We then used archival footage or Fred and more recent patient case studies, with a new graphic treatment, to bring the story to life.
"The song was a perfect fit. Carry You is an emotive and unashamedly Australian song. The song is about holding someone in your heart. We hold in our hearts every patient we’ve restored sight to and there are many more who need our help. That’s what the campaign aims to achieve.", Alison Hill, Director: Brand and Communications, The Fred Hollows Foundation.
Covid hitting meant pulling a lot of our outdoor spend unfortunately but we still managed to pick up media from Adnews, B&T, Mumbrella, Vidsaga, as well as a happy client.
To accompany the TVCs we created a set of new collateral that the Fred Hollows team could adapt and roll out.
