Title | 42 |
Brand | THE AUSTRALIAN RED CROSS BLOOD SERVICE |
Product / Service | BLOOD DONATION |
Category | B03. Fundraising & Advocacy |
Entrant | CUMMINS & PARTNERS Melbourne, AUSTRALIA |
Idea Creation | CUMMINS & PARTNERS Melbourne, AUSTRALIA |
Production | FINCH Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Sean Cummins | Cummins & Partners | Global Chief Executive Officer |
Doogie Chapman | Cummins & Partners | Creative Director |
Adam Slater | Cummins & Partners | Copywriter |
Connor Beaver | Cummins & Partners | Art Director |
Chris Moore | Cummins & Partners | Head Of Broadcast |
Karley Cameron | Cummins & Partners | Broadcast Producer |
Tom Ward | Cummins & Partners | Chief Strategy Officer |
James Bennett | Cummins & Partners | Strategy Planner |
Sally Kingi | Cummins & Partners | Senior Integration Director |
Kara Brumfit | Cummins & Partners | Senior Integration Manager |
Johnny Corpuz | Cummins & Partners | Head of Connections Strategy |
Calvin Lyons | Cummins & Partners | Connections Strategist |
George Groves | Cummins & Partners | Connections Strategist |
Will Millar | Cummins & Partners | Media Manager |
Monique Gerada | Cummins & Partners | Media Manager |
Georgia Pedersen | Cummins & Partners | Digital Media Manager |
Derin Seale | Finch | Director |
Karen Bryson | Finch | Executive Producer |
Matt Toll | Finch | DOP |
Camilla Mazzaferro | Finch | Producer |
Jo Scott | The Butchery | Editor |
Andy Timms | Finch | VFX Supervisor |
Quade Biddle | Finch | Lead Flame Artist |
Scott Maclean | Finch | Colourist - |
Kent Boswell | Finch | VFX EP |
Jayne da Costa | Finch | VFX Producer |
Pascal Barbare | Electric Dreams | Composer |
Simon Lister | Nylon | Sound Engineer |
We open on a father reading ‘The Hitchhiker’s Guide to the Galaxy’ to his son at bedtime. Just as his father reaches the part where the meaning of life is revealed as ‘42’, his son falls asleep. We now find ourselves inside the boy’s dream. Amidst fireworks, blimps and television reporters, thousands of people celebrate that the meaning of life has been revealed. The boy makes his way to a stage and, encouraged by a mouse, opens a fortune cookie. It too reads ‘42’. “But 42 what?” the boy asks the crowd. A graphic appears: ’42 days is how long donated blood lasts’. We cut back to the boy and his father, revealing that the boy is actually in hospital receiving a blood transfusion. A final graphic appears: ‘So, be life, the universe and everything to someone’. We conclude with a Red Cross Blood Service logo and call to action.