World Vision inspires audiences with new campaign via VANDAL and helium.film

In a departure from its historical approach, World Vision has unveiled a transformative brand campaign that sets its sights on showcasing the successes in improving children’s lives around the world. This bold initiative, orchestrated by World Vision’s in-house creative team, in conjunction with VANDAL and helium.film, marks a pivotal moment in the organisation’s communication strategy.

The core message of this campaign underscores the powerful connection between the generosity of Australians and communities in need worldwide, serving as a testament to the unwavering commitment of compassionate individuals. In contrast to the shock tactics of the past, World Vision’s latest campaign opts for a more uplifting and hopeful narrative, encapsulated by the iconic sounds of Primal Scream’s 1991 classic, ‘Movin On Up.’

World Vision’s chief marketing officer, Louise Cummins, highlighted the significance of this shift: “While World Vision has never shied away from the tough conversations surrounding children in emergencies or crisis situations, it’s incredibly important to celebrate the enduring impact of Australians’ boundless generosity.” Cummins expressed immense pride in sharing this new brand story, one that resonates deeply with World Vision’s ‘This Means the World’ message, designed to inspire Australians by highlighting opportunities that leave a lasting, positive mark on the world.

Says Brenden Johnson, managing director of VANDAL and helium.film: “We were delighted to be invited to bring this idea to life. Beyond the fantastic work that World Vision does, knowing this campaign would inspire viewers, motivated our team to actualise the creative concept to its highest potential.”

Andrew Henderson, World Vision’s head of brand, creative and content, voiced his enthusiasm for the campaign, hailing it as a celebration of Australians at their finest. For nearly six decades, World Vision has quietly and consistently made a profound and enduring impact on children’s lives worldwide. This campaign represents a tribute to those who have contributed to this remarkable legacy.

The campaign made its debut over the weekend across television, digital platforms, billboards on city streets and social media.

World Vision Australia
Chief Marketing Officer – Louise Cummins
Head of Brand, Creative & Content – Andrew Henderson
Creative Brand & Director – Rory Ellis
Head of Lifecycle Marketing – Emma Jayarajah
Brand Project Lead – Jordana Patterson
Brand Project Coordinator – Sheridan Misso
Mass Segment Acquisition Manager – Jacqui Martin
Content Lead – David Fonti
Video Content – Jordan Montgomery
Brand Communication Manager – Lucy Fogarty

VANDAL
Executive Producer – Brenden Johnson
Executive Producer – Anna Greensmith
Producer – Alex Francis
Editor – Mariah Dunn
Grade – Marcus Timpson
Online – Phil Stuart-Jones
Production & Technical Assist – Phillip Muzzall

helium.film
Director – Tracey Rowe
Executive Producer – Brenden Johnson
Executive Producer – Benjamin O’Donnell
Producer – Ciara Hehir
DOP – Nick Andrew
Assistant Camera – Jake Lawlor
Creative Support
M&C Saatchi

Media Agency
Essence MediaCom Global

PR Agency
Eleven

Music Supervision
Music Mill