Sydney agency Grown-Ups creates confronting new commercial for Youth Projects
After a recommendation from PR agency principle Effie Young, new collective Grown-ups’ first commercial features a tour guide who gives her group some unexpected and uncomfortable information on their travels through Melbourne’s laneways for client Youth Projects.
“There’s an increasing number of kids living rough in the city’s laneways” says Mick Hunter Grown-ups creative partner. “But thankfully Youth Projects are there to help. Youth Projects offer them a safe haven where they can shower, rest, see a doctor and get themselves and their lives together”.
Hunter’s partner Grant Booker adds: ” It would’ve been easy to go down the path of showing kids shooting up and living in squalor in order to dramatise their hardship, but we decided to take a different approach with a bit of a dramatic twist to it”.
Melanie Raymond, chairman, Youth Projects, said: “It was a pleasure working with Grown-ups they just “got it” straightaway. They captured the right tone with the commercial, on a delicate subject that could quite easily have been mishandled. The guys worked closely with our PR agency Style Counsel’s principal Effie Young and her assistant Taegan Munro to deliver a great result – we couldn’t be happier”.
The 60 sec commercial will air in Melbourne only.
Client: Youth Projects
Agency: Grown-ups
Writer: Mick Hunter
Art Director: Grant Booker
Production Company: Gobstopper
Director: Perry Westwood
Producer: Toby Towel
DOP: Callan Green
Editor: Danny Tate
Production House: Cutting Edge
Music: Elliot Wheeler
Post: Nylon
PR Agency: Style Counsel
Managing Director: Effie Young
Senior Account Manager: Taegan Munro
18 Comments
rachel ward at the end?
Check it out.
http://www.campaignbrief.com/wa/2012/03/im-perth-get-to-know-me.html#more
Nice work. Strong idea. And well done. These guys are fast out of the blocks.
Love it. Well done, great work from Grown-ups.
Look forward to more !
Nice idea let down by the talents average performance
” It would’ve been easy to go down the path of showing kids shooting up and living in squalor in order to dramatise their hardship, but we decided to take a different approach with a bit of a dramatic twist to it”.
Yes, we talked about it instead… genius!!!
Ha, the irony: Grown-ups helping the youth. Love it. Nicely directed too.
What an insightful comment. Imagination is obviously not your long suit.
Looks like it takes kids to do a grown ups job. This is Wallpaper.
and they said they couldn’t do it……………
Reminiscent of the Whybin child abuse campaign of a few years ago, but nowhere near as disturbing. And thus nowhere near as good.
When you pick this subject as your first campaign for your new agency, especially one called ‘Grown-Ups’, I think you want go in much much more tangentially. Just to avoid the obvious pedophiliac comparisons.
I assume they are calling themselves ‘The Grown-Ups’ for a reason. That reason surely must be that the cult of youth that has overtaken advertising has much in common with the Emperor’s new clothes.
For this to come across as anything other than a bunch of old farts whining about ‘yoof’, their ads should demonstrate strategic or executional brilliance.
Whilst this is solid, there is no strategic insight that I can discern other than that yuppies overact when confronted by scripted revelations in an unreal situation.
Instead, it relies on the subject matter for any impact. And that’s not really good enough for guys with the pedigree of The Grown-Ups.
As an older chap myself, I hope The Grown-Ups succeed. But they will only do this by making sure their next campaign is: A , for a real product. And B, really really good.
It’s just an an mate. Probably didn’t need a thesis.
Kid you are a such a cynical slug…stay off the blog with your pseudo intellectual, post rationalist nonsense you over indulgent self flagellating trollop. if you are an old bloke why do you have the temperament of a spoilt child, spitefully having a go at a charity ad…done for free most probably…and just let these guys have a go and give them a hand. what a moron you are. you should be ashamed of yourself.
‘an ad’
Touched a raw nerve with you? Maybe you’re too much of a grown-up and should keep the defensive comments to yourself.
I think it’s clever, edgy, and tells the truth. Job done.
Well done Grown Ups. Good start to the reel. Wish you all the best. I’ve know doubt you’ll do well.
Don’t care who made the ad, it’s a difficult subject and hits the mark. When was the last time any one said “unprotected sex” in an ad, let alone a charity ad?