PROJECT NOTES: Several Sydney advertising agencies were invited to pitch for the design and production of this Jeans for Genes campaign. In the mix was the 'Join the Movement' concept created by Melissa Nassif (my creative partner on this project) and myself. The concepts were tested on 300 potential supporters, and ours was the clear winner. Yay working Mums! I art directed this project from NYC while Mel was my person on the ground for production requirements, the filming of the TVC, and the stills photography shoot. Once I had all of the base campaign assets I set to work on creating multiple executions of outdoor, print and digital campaign requirements.
The campaign was complex with over $3 million in pro bono media value. Deadlines were often tight due to the nature of distress and pro bono media. We also introduced the first programmatic advertising campaign for Jeans for Genes led by Leah Daley at Cherry Media. Our TVC dance sequence was created by award winning choreographer Shaun Parker. Stills photography and TVC art direction by Dan Gray from Graynoise. TVC filming and production by Benny Edwards from BC Film Aus. This Jeans for Genes fundraising campaign proved to be a great success in terms of the revenue it generated.
Research and development of fundraising campaign strategy and positioning.
Conceptual development of 'Join The Movement' fundraising campaign (with Melissa Nassif).
Join The Movement large format awareness campaign posters – Schools and general public versions.
Creation of campaign print advertising suite.
Copywriting of campaign radio scripts (30 & 15 second ads).
Conceptual development of national Jeans for Genes TVC awareness campaign and drive to 'Join The Movement'. Moodboard illustrations by Loui Silvestro.
Creation of 'Join The Movement' TVC (in conjunction with Dan Gray, Benny Edwards, Sean Parker and Melissa Nassif).
Design of campaign microsite. Website developed by WebCoda.
Crafting of campaign case studies to educate the general public about the cause, in conjunction with Lorel Colgin at CMRI.
Creation of programmatic campaign, (static and animated banner suite). Digital advisor and platform provider Leah Daley from Cherry Media. Creative partner Melissa Nassif.
Design of informational campaign booklets – General public and schools versions. Photography by Graynoise.
Design of informative campaign flyers – General public and schools versions.
Design and production of campaign registration forms, collateral and internal communications requirements.
Design of full back-of-bus transport advertising – Outdoor media campaign.
