BREATHE

Bronze Spike

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ClientCARE AUSTRALIA
ProductDONATION APPEAL
EntrantDDB GROUP MELBOURNE, AUSTRALIA
Type of EntryCraft: TV
CategoryA04. Cinematography
TitleBREATHE
Product/ServiceDONATION APPEAL
Entrant Company:DDB GROUP MELBOURNE, AUSTRALIA
Advertising Agency:DDB GROUP MELBOURNE, AUSTRALIA
Production Company:@radical.media Sydney, AUSTRALIA

Brief Explanation

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.

Credits

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