Title | BREATHE |
Brand | CARE AUSTRALIA |
Product / Service | DONATION APPEAL |
Category | A04. Cinematography |
Entrant | DDB GROUP MELBOURNE, AUSTRALIA |
Entrant Company: | DDB GROUP MELBOURNE, AUSTRALIA |
Advertising Agency: | DDB GROUP MELBOURNE, AUSTRALIA |
Production Company: | @radical.media Sydney, AUSTRALIA |
Name | Position |
---|---|
Grant Rutherford | Executive Creative Director |
Glen Dickson/Ruben Cirugeda | Creative Director |
Gus Johnston | Copywriter |
Gus Johnston | Art Director |
Janine Wertheim | Agency Producer |
Tess Doughty | Account Supervisor |
Andrew Buchanan | Advertiser's Supervisor |
Rob Gallazzo/Karen Bryson/Ian Fowler | Producer |
Nick Ball | Director |
Peter Sciberras | Editor |
Level Two Music | Sound Design/Arrangement |
Niamh Hislop | Account Manager |
Ian Forth | Planner |
Jeremy Rouse/Roger Buckingham Acs (Underwater Photography) | Cinematographer |
Jeremy Rouse/Roger Buckingham Acs (Underwater Photography) | Director Of Photography |
The Butchery | EditingCompany |
Care Australia is a charity organization with a unique focus: they concentrate solely on women, empowering them to overcome poverty and help their communities. Like every other charity out there, they rely on donations to continue their work. We needed to communicate what makes Care different, encouraging Australians to become supporters. In a spot that steers away from the images of abject poverty usually associated with charities that operate in third world countries, we highlighted a little known fact: if you help one woman out of poverty, she’ll bring four more with her. Using the analogy of drowning, we highlighted how little it takes every day to empower women to make a real difference.