St Vincent De Paul Society Film NO ONE SHOULD HAVE TO KNOW THIS by Clemenger BBDO Sydney

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NO ONE SHOULD HAVE TO KNOW THIS

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Industry Charities, Foundations, Volunteers
Media Film
Market Australia
Agency Clemenger BBDO Sydney
Director Aaron Mclisky
Executive Creative Director Richard Maddocks
Creative Director Karl Fleet Guy Rooke
Art Director Adam Lock
Copywriter Emma Lord
Producer Chris Seeto
Account Supervisor Mandi Spero
Editor Kent Hau
Production The Happy Farm
Released July 2010

Credits & Description

Category: Internet Film
Advertiser: ST VINCENT DE PAUL SOCIETY
Product/Service: CHARITY
Agency: CLEMENGER BBDO SYDNEY
Production Company: THE HAPPY FARM, REDFERN, AUSTRALIA
Date of First Appearance: Jul 22 2010
Executive Creative Director: Richard Maddocks
Creative Director: Guy Rooke
Copywriter: Emma Lord
Art Director: Adam Lock
Agency Producer: Jo Howlett/Simone O'connor/Bek Lawson
Account Supervisor: Mandi Spero
Producer: Chris Seeto
Director: Aaron Mclisky
Editor: Kent Hau
Sound Design/Arrangement: Andrew Stevenson
Post Production: Toby Royce
Account Manager: Carla Hizon
Planner: Paul Blockey

English Description
The St Vincent de Paul Society of Australia asked us for an idea that would ‘give a voice to the voiceless’ and raise $4.5 million in donations. Our idea needed to avoid charity ad conventions and have broad appeal in order to engage Australians of any age, whether existing or potential donors.

Our idea was based on the insight that those living with extreme hardship could teach the rest of us a lot about survival. We decided to share their unique survival expertise with the rest of Australia in the form of a documentary.

This format gave their stories the emotional depth and impact necessary to provoke a heartfelt response from our cynical audience.

The documentary bypassed the category clichés that people have come to expect, giving our audience an in-depth, firsthand glimpse into the harsh realities of living in despair and prompting them to be part of the solution.