SPOTLIGHT

TitleSPOTLIGHT
BrandAUSTRALIAN BUREAU OF STATISTICS
Product / ServiceCENSUS
CategoryA02. Computer Graphics/Visual Effects
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company:LEO BURNETT SYDNEY, AUSTRALIA
Production Company:LEO BURNETT SYDNEY, AUSTRALIA

Credits

Name Position
Andy Dilallo Executive Creative Director
Kieran Ots Creative Director
Kieran Ots/Misha Mcdonald Copywriter
Kieran Ots/Sharon Edmondston Art Director
Lester Martinez/Jennifer Borres Agency Producer
Paul Everson Account Supervisor
Michelle Howe Advertiser's Supervisor
Kieran Ots Director
Libby Weston-Webb/Neil Duncan Account Manager
Ben Taylor (Digital). Warwick Heathwood Planner
Dave Mugford/Eddy Milfort/John-Henry Pajak/Janifer Wong Production Designer
Developers: Keong Seet/William Parry/Kevin Brown/Jason Kitson Other Credits

Brief Explanation

On the night of Tuesday, August 9, Australia is having a Census. For some people the Census might feel like an obligation, but the data collected becomes an important snapshot of Australia and helps guide decisions and planning that ultimately affects all of us. Instead of just talking about the Census, we grabbed our audience's attention by shifting the focus back to them. To do this, we created Spotlight. Spotlight lets you explore an animated visualisation of Census data, personalised for each user. We took some of the data from the last Census, and showed this from the individual's perspective - who you are, where you live, where you're from - to show the part we all play in the Census, and to make it feel less like an obligation, and more like a worthwhile action we can all be part of. Once you’ve finished, the site builds you a sharable infographic, customised by some of your basic information. Within just a week of launch, Spotlight had been visited by more than 40,000 unique users, with the site gaining more than 2,000 "likes", and almost 10,000 people creating their own personalised infographic - all without the support of paid media.