Bronze Spike
CategoryA01. Direction
Idea Creation 72ANDSUNNY Sydney, AUSTRALIA
Additional Company THE BUTCHERY Sydney, AUSTRALIA


Name Company Position
Micah Walker 72andSunny, Sydney Executive Creative Director
Cameron Dowsett 72andSunny, Sydney Senior Writer
Mark Carbone 72andSunny, Sydney Senior Writer
Mark Tallis 72andSunny, Sydney Senior Art Director
Whitney Hawthorn 72andSunny, Sydney Senior Producer
Mollie Hill 72andSunny, Sydney Director of Strategy
Joel Pearson 72andSunny, Sydney Strategy Director
Chris Kay 72andSunny, Sydney Managing Director
Simon Starr 72andSunny, Sydney Brand Director
Molly Mohr 72andSunny, Sydney Brand Manager
Steve Rogers Revolver/Will O'Rourke Director
Michael Ritchie Revolver/Will O'Rourke Managing Director/Executive Producer
Pip Smart Revolver/Will O'Rourke Executive Producer
Nicolas Karakatsanis NA Director Of Photography
Arabella Lockhart NA Production Designer
Johnny Tan 72andSunny, Sydney Executive Creative Director
Jack Hutchings The Butchery Editor
Stuart St Vincent Welch Nylon Studios Sound Design
Ben Eagleton BE Colour Grade

Write a short summary of what happens in the film

A prisoner sitting in his cell, stares at the sludge of food on his tray and suddenly decides that he is unhappy with his current situation. He walks past his menacing cellmate and surprisingly opens his cell door with ease. Along the way we see security guards and other prisoners stare at him as he walks past them. It seems that there would be no hurdle that would stop him from leaving...until a locked door suddenly prevents him from passing through. He looks at the security camera above him and the guards immediately buzz the door open. He continues his confident strut making his way out into the yard and past a crowd of prisoners. He receives his change of clothes and makes his way to the final exit. With one look back, a super appears “If it’s not right, walk away”.

Cultural/Context information for the jury

Our solution was to use a simple metaphor, beautifully executed. By showcasing a man walking out of prison, we were able to capture the spirit and liberation of the 'if you're unhappy, walk away' message and also position the rest of the industry as being gatekeepers unwilling to release you. By investing in the craft of the spot and utilising a unique audio track we ensured cut-through in all formats in a market oversaturated with acoustic covers and worthy footage.

Tell the jury anything relevant about the direction. Do not name the director.

Hoping that you agree this idea is strong and perfectly suited to the job at hand, however it was really was only as good as it’s direction allowed it to be. A simple, plausible, yet far-fetched story needed to be brought to the screen with a cinematic weight and impact that made it compelling to watch and therefore stand out on air, online and in cinema.


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