Patts uses simple stats to launch GenOne
George Patterson Y&R, Sydney has joined forces Australia’s business elite to produce a new multi media campaign addressing the problems faced by the country’s indigenous communities.
Spearheading the campaign is a poignant TVC which puts into stark relief the aspirations and hurdles faced by indigenous and ordinary Australians.
VIEW THE TVC:
Says Patts Sydney ECD Julian Watt: “We found the statistics inarguableand therefore very powerful – and created a campaign that presented thedisparity in a simple, objective but emotional way. GenerationOne is agreat opportunity for all Australians to address a significant problem.This is just the beginning.”
“GenerationOne is a practical and pragmatic approach to helpingindigenous Australians. We can all make a difference in some way,” saysGPY&R national CEO, Russel Howcroft.
Apart from the campaign, GPY&R is also providing a 12monthscholarship to provide a start for a young indigenous Australians inthe marcoms industry. The candidates will work in companies across thegroup. GPY&R staffers have also been enlisted to help with theGenerationOne national roadshow which kicked off March 19 with thelaunch of the national campaign by Prime Minister Kevin Rudd.
GenerationOne, the brainchild of billionaire businessman Andrew”Twiggy” Forrest, was launched to help tackle the growing problem ofindigenous disadvantage. Forrest’s own experience of growing up inAboriginal communities has informed his view that providing education,training and jobs are the only ways indigenous communities can breakthe cycle of poverty and welfare dependence.
GenerationOne has attracted wide support from Australia’s billionairebusiness leaders with key players like Kerry Stokes, James Packer, TheLowy family and Lindsay Fox, Westpac and NAB coming on board toguarantee some 50,000 places for indigenous Australian in theirworkforces.
Executive Creative Director – Julian Watt
Head of Art – Dean Mortensen
Copywriting – Tim Arrowsmith
Producer – Alex Hay
TV Production – Revolver
Director – Steve Rogers
DOP – Warwick Thornton
Music – Turning Studios
Stills Photography – Matt Hoyle
Media agency – Mitchell & Partners
40 Comments
“George Patterson Y&R, Sydney has joined forces Australia’s business elite to produce a new multi media campaign addressing the problems faced by the country’s indigenous communities.”
What the fuck would the Australian business elite and GPY&R know about the problems indigenous Australians face.
Fail.
Alex, I think you’ll find the ad industry knows about as much about indigenous Australians as they do about global warming, the fresh water crisis in Africa or what it’s like to go blind. They know enough to do something that will hopefully make a difference.
It’s a good ad. Simple, thought provoking and rather clever ’cause it makes me think about something I normally wouldn’t think about.
Better they do something than nothing. Surely.
Education is the most powerful weapon which you can use to change the world –
Nelson Mandela
I saw this at the weekend. I felt motivated to yawn. Where’s the pie chart?
Nice transitions.
5:12: Fail? Jesus. Have a look at the ads. Well done guys.
5:12. I happen to know at least two of the employees are part indigenous – they’d just never let it slip to the industry if they wanted a successful career in corporate Australia.
Shame isn’t it. How many does your company employ?
good pace on the campaign julian – must have only been there a week!
Agree. Let the work speak for itself.
Alex, who asked you to mark the exam?
I think they have actually proven they know quite a bit about the issue:
1. there is a terrible disparity
2. it starts with awareness of the problem
and 3. there is a way we can begin to change it.
It’s a great initiative and the work is spot on.
Powerful statistics, executed well. Nice.
Go Julian! 69
I think it’s great.
Fuck all the naysayers.
Lose the voiceover at the end though. You need a nice, small two-line super and it’ll be much better, trust me.
Don’t forget these guys are also starting a scholarship open to indigenous Australians and the entire staff in 4 states are helping with the road show.
Good to see an ad agency going the extra mile for a good cause.
Maybe the rest of us should put our hands up for this and create more scholarships. I’d love to see advertising at the top of the score sheet for this cause, and you know someone, somewhere will be creating a scoresheet.
Lacks the humanity required to make it work. Felt a bit flat to me. Good to see someone trying to do something though.
No. You guys are wrong. Business elite know something about the plight of indigenous Australians? How can people with private jets understand even the plight of a working class family let alone the most down trodden minority in this country? I’m afraid you idiots seem to know even less. You guys are fucking idiots that live in adland, not the real world.
again, FAIL.
I love how it was shot in black and white.
Generation One idea is inspired.
Meanwhile Kerry Stokes’ paper The West Australian publishes a FRONT COVER picture humiliating an indigenous person and reinforcing negative stereotypes of all indigenous people. Put you mouth where your money is.
10:54, your nerd rage at the inability of business to understand the issue has some merit, (possibly could have been written with a little more respect) but none the less, I believe what the blogger might have been inferring was big business only looks at spreadsheets and research results to find out the issues and address them.
I would be personally happy to take any of you to Worawa College in the Yarra Valley to see first hand Victoria’s only private Aboriginal School and the challenges they face every day.
I guess, what I’m saying March 23, 2010 10:54 AM, yes I work in advertising, I used to even work in Patts Melbourne (not anymore), but just because I’m in ads, doesn’t mean you can’t be involved with the community, it’s issues and try to do something about it.
Well done Patts Sydney, Russell, and if anyone wants to get in contact with the college, or even meet some indigenous elders, I’m more than happy to help.
Peter Hibberd
Why do so many of you assume that none of the business elite have indigenous backgrounds?
Look.
Posting anything on this site is now simply an exercise in seeing how much hate it can generate.
You’re all a bunch of cunts.
Seriously.
Cunts.
Don’t try and pull that progress shit with me Peter. I live in Redfern. Ever heard of Redfern? Maybe you should take a stroll down Eveleigh Street with me and you can show me the progress all the state paramilitary squads posing as policemen are making.
Furthermore, this is nothing but the business elite trying to tear-jerk lefties while using the underprivileged as a platform to further their own interests.
Hahaha you talk about respectful language but you insert the little snipe – nerd rage. Very nice. Nerd is a word people use to describe people with more powerful brains than their own and clearly yours needs to have a look at the real world and the history of this country.
Surely to have the richest man in Australia, Andrew Forrest (as it says above – raised by indigenous australians), who runs arguably, based on his income the biggest of big business create this charity. One might argue that understanding isn’t the issue.
It boils down to which big businesses actually care enough to do something about it.
Its quite obvious that finally the people with the means to help are actually now trying to help indigenous australians and we should applaud the effort.
How about instead of another thread becoming a pissing contest about who can leave the most cutting comment anonymously (have some balls people!). Perhaps spend your precious blogging time on the GenOne site and try and actually help.
Maybe offer up a traineeship or a job. If Big business aren’t going to employ indigenous australians how will they ever understand.
To Anonymous that lives in Redfern, do you offer any help to the people you come across daily? Offered them a job perhaps?? Been understanding every time they ask you for help???
Well done to all involved and I hope the campaign is extremely successful.
Forgive me, I was using the colloquial ‘nerd rage’ for somebody venting in a blog or internet forum or even on, ironically, vent, short for Ventrillo.
To answer your question, I have been to Redfern, a couple of time actually. My brother in law shot his year 12 documentary in Redfern discussing the very problems you raise.
I only ask that you turn your passion to derail this project towards positive action to assist these groups of people. I look at this project and starting with the education of the next generation looks like a good idea. This is not a money quick fix, but an opportunity to get experience. As Julian Watt said “This is just the beginning.”
Oh and on Australian history, in particular indigenous history, I am a big fan of Henry Reynolds and have read several of his books on the history of Australia, (“The law of the land” and “The other side of the frontier” are some of my favourites) indigenous relations and how we are effectively where we are at all the way up to Koiki Mabo.
Call me black arm band or realist, don’t care, winning an argument on this blog pails in insignificance to the importance of how the indigenous are and have been treated.
I’m 10.54. And i didn’t mean any of that. I was just being cheeky. Black & white. Get it.
I enthusiastically embrace every effort to help indigenous people. (Indigenous is a horrible word, and I apologise to any peoples who may be offended. I also understand that 99% of my people don’t understand why it’s offensive).
My only problem is, as several elders has said to me in the past, when we realise there is no them and us, no segregation, then we can truly reconcile with the spirit that own’s the land around us. When we separate, we segregate. We create divisions which hurt the whole, not the parts.
For all the kippy’s talking about Redfern, it’s the same as us putting down whitey’s who live in Pennant Hills. Not all Koori’s are like that. Most koories aren’t allowed to return home to their families after living in Redfern, much the way whitey’s wouldn’t let their daughter come home after whoring it up in Kings Cross.
I implore anyone reading this to broaden their mind. Koori’s don’t need donations, they don’t need any pity – they just need understanding. If you can understand and remember their culture, you’ll be doing the world a much bigger favour than the apologists ever can.
It’s a sad state when a culture dies in the country with no culture what-so-ever.
It’s nice and simple and relevant.
The idea of being a member of generation one, the idea of starting fresh is really interesting. And very compelling.
I look forward to seeing where it goes.
On the whole thing about agencies and pro-bono work, the best way to sidestep all these arguments is to not credit anyone on the spot and not enter it into awards. That way you are above reproach.
I think the csa is great. Simple, effective and powerful.
Gee, that team at Animal Logic are clever, those people actually look real, not the cgi characters that they surely must be. Those backgrounds are incredible too, totally photorealistic. The design on that split screen must have taken ages, really pushing the barriers not to mention the end super and the skill to superimpose the stats. How are places like Frame Set & Match or The Lab going to survive when Animal Logic is creating vfx work of this calibre??
How does that saying go “charity begins at home” How many indie aussie’s are they employing at Patts these days?
10.54 take note: What would these guys know about hardship?
Kerry Stokes was born John Patrick Alford on 13 September 1940, in Perth and was adopted out to Matthew and Irene Stokes. In June 2000, Stokes told the ABC[2], “My background was very difficult, very hard and I wouldn’t wish that on anybody. I had lots of different occupations and obviously lots of different experiences. I had some time on the street, and sometimes, work was very difficult. Australia, in that period of time, wasn’t a place where you could actually easily go and get a job, it was difficult, and we went where there was work available”.
Frank Lowy was interned in camps before he came to Australia and started a small business
Re Twiggy – see above.
At least they’re putting their money where their mouth is.
Originating or occurring naturally in a particular place.
5.59 read the story before you post your rubbish.
Patts are part of the program and further up the blog you’ll see a couple of “indie aussies” worked on the campaign.
Chance of a ginger getting a job – 10%
Powerful
Why it’s grease lightening!!!!!!!
Systmatic, hydromatic. Why it’s grease
lightening!!!!
Australia has finally woken up to the scientific fact that our closest neighbours are asian, our indigenous people are descendants of asia, and the people who claim to be be true blue Australian’s are as Australian as the shirt they bought from the trinket shop at Circular Quay. Fair frigging dinkum!!!
Alex, the thing about advertising is we don’t know much about just about everything we work on. One day it’s cars, next it’s tampons, next it’s a fizzy drink or a chocolate bar or a telco or a communicable disease or a toilet cleaner. It’s a superficial business: we’re experts on lots of things for about 2 hours. Like a barrister, only much more poorly paid. As for the earnest discussion on indigenous disadvantage…I wouldn’t have a clue.
What a great campaign, but the should have considered using more Indigenous media specialist to develop the campaign. That what we are trying to do are we not. Increase the participation and opportunity for Indigenous people?