Title | PLAY AIR |
Brand | THE SONG ROOM |
Product / Service | CHARITY FUNDRAISING |
Entrant | BADJAR OGILVY Melbourne, AUSTRALIA |
Entrant Company: | BADJAR OGILVY Melbourne, AUSTRALIA |
Advertising Agency: | BADJAR OGILVY Melbourne, AUSTRALIA |
Credits |
Name | Company | Position |
---|---|---|
Michael Knox | Ogilvy | Executive Creative Director |
Nicholas Desira | Ogilvy | Creative Director |
Sally Richmond | Ogilvy | Copywriter |
James Sterling | Yello | Creative Director |
Dee Vallabh | Yello | Designer |
Jason Deacon | DT Digital | Art Director |
Emma Park | DT Digital | Copywriter |
Tim Marxsen | Ogilvy | Agency Producer |
Andrew Baxter | Ogilvy | CEO |
Nathan Dixon | Ogilvy | Account Director |
Paula Bloodworth | Ogilvy | Strategy |
Sam Hopgood | Sound Lounge | Sound Engineer |
Charles Williams/ Matt Weston | The Pound | Directors |
Fiona McGregor | The Pound | Producer |
Elodie Fouqueau | MRPPP | editor |
Paul Curran | The Song Room | Marketing Manager |
Lynda Soklich | The Song Room | Fundraising Manager |
The Song Room is a not-for-profit organisation that provides music and arts programs for disadvantaged kids. They asked us to create a fundraising campaign to help them continue to do this. We knew music was essential for children’s learning and development. What we didn’t know was that 700,000 kids across Australia don’t get taught it at school. That’s three out of four kids who only have air instruments to play.We thought that was a pretty amazing statistic and put that way, we thought it was also pretty compelling. So our idea was to help The Song Room put real instruments in the hands of kids who need them by creating an entire campaign around Air Instruments. A unique approach to charity advertising, it wasn’t just a pull on the heart-strings, it was fun.
The buzz generated, not to mention the resulting clips, votes and visits to the website, has increased awareness of The Song Room’s cause, but also their funds and their network of supporters.
We made a set of Air Instruments to sell in retail stores to raise money. Light hearted and playfully designed, the vacuum moulded Air Instrument packs were popular. They sold out of many of the stores the day after they were displayed. To launch the packs, we held an Air Busking event in Melbourne. The heart and soul of busking in Australia, some 508 registered Melbourne buskers were approached to take part in the event. The buzz generated, not to mention the resulting clips, votes and visits to the website, has increased awareness of The Song Room’s cause, but also their funds and their network of supporters. Many passers by stopped to take a look at the unusual sight. Some joined in, some even took photos. Many more visited the playair.com.au website. More still recorded their clips at Federation Square on the day to be automatically entered into the playair competition.