Title | BE WATER SAFE, NOT SORRY. POOL |
Brand | NEW SOUTH WALES GOVERNMENT |
Product / Service | WATER SAFETY |
Category | B13. Not-for-profit / Charity / Government |
Entrant | LOUD Sydney, AUSTRALIA |
Idea Creation | LOUD Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Sam Toohey | NSW Office of Emergency Management | Director Emergency Management Policy and Coordination Department of Justice |
Nathan Vincent | NSW Department of Justice | Office of Emergency Management | Principal Policy Analyst |
Alex Power | NSW Department of Justice | Office of Emergency Management | Senior Communications And Engagement Adviser |
Lorraine Jokovic | LOUD | CEO |
Gerry Cyron | LOUD | Head of Planning & Innovation: |
Wellison D'Assuncao | LOUD | Creative Director |
Rosie Stone | LOUD | Copywriter |
Kate Shearer | LOUD | Art Director |
Steve Dubé | LOUD | Head of Production |
Tom Hartney | LOUD | Head of Digital |
Sarah Mould | LOUD | Social Media |
Gemma Tugby | LOUD | Group Account Director |
Laura Tenison | LOUD | Senior Account Manager |
Clinton Bell | FLIPP | Producer |
Jem Cresswell | FLIPP | Director & Photography |
Cherith Crozier | FLIPP | Stylist |
Pool: We open on a quintessential hot summer’s day. With our camera hovering on the waterline of a backyard swimming pool, the idyllic scenario lures the viewer into a false sense of security. One that has tragically cost the lives of so many children every summer. Water ripples run across the lens of our camera as we transition the viewer underwater, revealing a powerful reminder of how the most familiar scenarios can be the most dangerous. Now totally submerged, our once idyllic picture reveals a dark yet somber reality of summer, a cross with a floral wreath at the bottom of the pool. The super with our campaign line fades in: BE WATER SAFE, NOT SORRY. This is followed by an end frame with the New South Wales Government logo and partner logos.