CASE STUDY: This Jeans for Genes campaign, also created for Barry Kenyon at Children's Medical Research Institute (CMRI), was required to run for two consecutive years in order to save on resources and maximise fundraising dollars. Our idea was to create a bunch of vibrant, easily interchangeable campaign assets that could adapt to any collateral, advertising or promotional requirements throughout the two year period. The fun, feel good imagery with high contrast backgrounds needed to capture our audience's attention, create awareness, and encourage participation and donations. The 'Are you in?' theme was very effective for our viral online advertising approach as our existing brand advocates helped us spread the word. Dan Gray from Graynoise Photography did a superb job at capturing spontaneous poses from our CMRI volunteer employee models and friends, that really brought the campaign to life.
Conceptual development and production of national Jeans for Genes fundraising campaign – General public and school's awareness posters.
Hero images for main promotional materials.
Art direction of photography for campaign imagery. Photography by Graynoise.
Creation of advertising suite for print and digital applications.
Photography styling, denim wardrobe selection and art direction.
Outdoor media campaign – Train station billboard.
Photography for social media campaign applications.
Striking the right pose :)
Design for Jean's for Genes collector uniforms and merchandise t-shirts.
Information fundraising booklets and media kits – Schools and general public.
Registration flyers – Schools and general public.
Staples partnership advertisement and Classroom Challenge flyer.
Is this the point where I should mention all of our fabulous models were either employees of Jeans for Genes, scientists at Children's Medical Research Institute, or friends and their kids I managed to rope into volunteering to help promote a good cause.
Registration forms.
Direct mail campaign.
Merchandise pins.
Participation thank you certificate.
Art direction of low-budget TVC created along side photoshoot to save on production costs.
