Title | IMPOSSIBLE ORCHESTRA |
Brand | DEPARTMENT OF FAMILIES, HOUSING, COMMUNITY SERVICES AND INDIGENOUS AFFAIRS |
Product / Service | CARE AWARE |
Category | A06. Best Use of Special Events And Stunt/Live Advertising |
Entrant | McCANN MELBOURNE, AUSTRALIA |
Entrant Company | McCANN MELBOURNE, AUSTRALIA |
Advertising Agency | McCANN MELBOURNE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Emily Yarwood | Porter Novelli Melbourne | Account Director |
Zoe Brown | Porter Novelli Melbourne | Group Account Director |
Pat Baron | Mccann Melbourne | Art Director |
John Mescall | Mccann Melbourne | Copywriter |
Brett Kelly | Airbag Productions | Music |
Victoria Conners-Bell | Airbag Productions | Producer |
Katrina Fleming | Airbag Productions | Producer |
Aaron Wilson | Airbag Productions | Director |
Jo Alach | Mccann Melbourne | Agency Producer |
Megan Jones | Mccann Melbourne | Senior Account Manager |
Adrian Mills | Mccann Melbourne | Group Account Director |
Pat Baron | Mccann Melbourne | Designer |
Scott Hall | Mccann Melbourne | Designer |
Natasha Wood | Mccann Melbourne | Copywriter |
Matt Stoddart | Mccann Melbourne | Art Director |
Pat Baron | Mccann Melbourne | Creative Director |
John Mescall | Mccann Melbourne | Executive Creative Director |
6,500 people attended the concert in person. Over 40 countries watched the event live online. The event trended twice on Twitter. The campaign message reached 217 news outlets nationwide, earned 15 minutes of national TV coverage earned 1 hour of radio coverage and reached 13.7 million Australians. In post campaign research the campaign achieved a 35% increase in awareness of caring as an issue amongst our target audience and a 20% increase in awareness of caring as an issue amongst all Australians (Qant research).
To achieve this impossible challenge, we assembled over 200 of Australia’s finest classical musicians from our leading orchestras and challenged them to play for 24 hours in one of Australia’s finest concert venues – Melbourne’s Hamer Hall. We found a world-class conductor and set about creating the musical score. But the concert was about more than music. Brutally honest and moving films about individual carers were shown during the event, with the orchestra providing a live score. During the event, carers and those they cared for rotated through the orchestra as guest musicians and conductors, including the carers from our short films. Many of the musicians themselves were also carers, and also told their stories throughout the 24 hours - bringing to life the message - When we work together, nothing is impossible. The whole event was captured for a feature length documentary and broadcast to a live audience online.
Australia has 2.6 million unpaid family carers. They care for their disabled children and their partners 24 hours a day. And they do it with almost no recognition. Our task was to find a way to launch the Federal Government’s National Carer Awareness Initiative by honouring the nation’s carers and drawing attention to the significant role they play. When you’re a carer, you never top caring. You might get the odd break but mentally, you’re always with the one you care for. So in order to sensitively draw attention to the significant role that carers play we needed an idea befitting their tireless efforts. The idea: Tell the story of what it’s like to care nonstop through a 24 hour, nonstop orchestral concert. Our primary target for this campaign was all Australian's 55+. Our objective was to raise awareness of carer related issues in this segment by 10%.