SEE ABILITY by Leo Burnett Melbourne for Scope

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SEE ABILITY

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR, Case study
Market Australia
Agency Leo Burnett Melbourne
Executive Creative Director Jason William
Art Director Richard Walker, Jason Nagorcka
Copywriter Daniel Mammone, Robbie Brammall Eamonn Dixon
Designer Jye Yates
Photographer Sophie Wade
Released November 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: SCOPE
Product/Service: DISABILITY AWARENESS
Agency: LEO BURNETT
Date of First Appearance: Dec 1 2010
Entrant Company: LEO BURNETT, Melbourne, AUSTRALIA
Executive Creative Director: Jason William (Leo Burnett)
Creative Group Head/Copywriter: Andrew Woodhead (Leo Burnett)
Art Director: Richard Walker (Leo Burnett)
Art Director: Jason Nagorcka (Leo Burnett)
Photographer: Sophie Wade
Copywriter: Eamonn Dixon (Leo Burnett)
Art Directer: Jen Clarke
Copywriter: Daniel Mammone
Designer: Jye Yates
Stylist: Eliza Charters
Media placement: Billboard Campaign - 5 Spots - Outdoor - 1 December 2011

Insights, Strategy & the Idea
Whether we like it or not, most people still find it hard to look past disability. In fact, many often ignore the disabled completely. Our client, SCOPE, work to break down this barrier and help people to see the person, not the disability. To assist them to do this, we asked ourselves a simple question: ‘How do we convince people to see that individuals with disability are capable of anything?’ The campaign we developed as a result, showcased their abilities in a place that was impossible for everyone to ignore. By displaying their talents on the biggest advertising format there is – the billboard.

Creative Execution
We took five individuals, all living with physical or mental illness, and put their talent on show. Each of them filled one of the roles within the advertising process. They worked with members of the agency to write, art direct, frame, style, shoot, select, retouch and design a national outdoor campaign for SCOPE. The production of the billboards became the ultimate demonstration of their abilities. A simple prompt on the billboards directed the public to a website where they could meet the creators behind the work and follow the process of making the finished ads.

Results and Effectiveness
The public saw the end result of their talents through billboards across the country and on our site. As a result, an entire nation looked beyond disability and began to see the person and what they can achieve. The campaign website experienced unprecedented attention from the public and national media, creating discussion around disability and SCOPE’s work within the broader community. As a result, the campaign directed people to the SCOPE website which increased donations by 17%.