Title | EARNED HERE, TAXED HERE |
Brand | THE TREASURY |
Product / Service | TAX INTEGRITY |
Category | A04. Production Design / Art Direction |
Entrant | PHOTOPLAY Sydney, AUSTRALIA |
Idea Creation | BMF Sydney, AUSTRALIA |
Production | PHOTOPLAY Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Cam Blackley | BMF | Executive Creative Director |
Ant Hatton | BMF | Creative Director |
Jessica Roberts | BMF | Art Director |
Justin Butler | BMF | Copywriter |
Catarina Duardo | BMF | Catarina Duardo |
Christina Aventi | BMF | Executive Planning Director |
Hugh Munro | BMF | Head of Planning |
Steve McArdle | BMF | Managing Director |
Peitra Withaar | BMF | Senior Account Director |
Melanie Pisani | BMF | Senior Account Manager |
Emma Friend | BMF | Agency Producer |
Fiona Gillies | BMF | Agency Producer |
Jonathan (Drop Bear) Chong | Photoplay Films | Director |
Emma Thompson | Photoplay Films | Producer |
Oliver Lawrance | Photoplay Films | Executive Producer |
ALT VFX | ALT VFX | Post Production |
Matt Bennett | Freelance | Editor |
Jay Hawkins | Freelance | Editor |
Simon Ozolins | Freelance | Director of Photography |
Rumble Studios | Music & Sound | Music & Sound |
Karen Liddle | Freelance | Production Designer |
Laurence Pogue | BMF | Digital Producer |
Marissa Karolyi | BMF | Digital Designer |
The Australian Government integrated campaign was created to educate the Australian community and small businesses about the new laws and measures in place to help address the issue of multinational tax avoidance. Under old laws, some multinational corporations could minimise the tax they contribute to the Australian economy by taking advantage of international legal loopholes.The task was to communicate the steps the government is taking to protect its integrity via a set built to metaphorically represent these loopholes. In doing so it brings simplicity and elegance to what could be considered a complex subject matter. The set was designed and built for real in-camera, ensuring it worked both mechanically and was aesthetically interesting. The campaign was rolled out nationally and includes TV, online videos, and digital, and aims to reassure Australian taxpayers that the Government is taking serious action to ensure profits that are earned here are taxed here.
The complex concept of Australian corporate tax laws, was distilled into a simple and clever script that consisted of a large wooden map of Australia upon which a custom marble run was made to represent the economy and tax system. These marbles represented the money that corporations were trying to ship offshore via tax loopholes. These loopholes were then closed using real mechanisms that were built into the set. The set was designed and built for real in-camera, ensuring it worked both mechanically and was aesthetically interesting. Illustrations, 3D CAD blueprints and physics-based visualisation software were used to develop a rough edit before building began. The model was then created with raw and painted wood, metal embellishments, perspex and 3D printed resin. Each element was hand painted, stained, sand-blasted and weathered in accordance with the overarching colour palette and art direction, the finished set an impressive 2.4mx2.4m squared in size.