Australian Red Cross launches first brand campaign in almost a decade via DDB Sydney
We all felt helpless in the face of 2020’s constant barrage of disasters and catastrophes. And 2021 hasn’t let up either. Last year, Australian Red Cross experienced its biggest demand since World War II, so it has responded with a new brand campaign via DDB Sydney, bringing attention to this overwhelming feeling and highlighting its 106-year track record of helping in crises of all kinds.
In the animated spot set to ‘Where to Start’, an original track written and recorded by Australian artists Kate Miller-Heidke and Keir Nuttall, all the world’s problems are playing out in a man’s neighbourhood. He desperately wants to help, but doesn’t know where to start. That’s when Australian Red Cross enters the scene.
Says Belinda Dimovski, director of engagement and support, Australian Red Cross: “When times are tough and problems feel overwhelming, Australian Red Cross is helping the community and we hope to inspire Australians to act with us. We’re so pleased with how DDB Sydney brought that idea to life in this campaign, the first as part of our new brand platform.”
Says Matt Chandler, executive creative director, DDB Sydney: “This project was a labour of love by a global force of brilliant creative people, from the incredible craftsmanship of the animators to the impossibly whistle-able track that Kate Miller-Heidke and Keir Nuttall wrote pro-bono for us. At every stage, we were blown away by people’s willingness to jump in and get involved in support of Red Cross.”
For more than a century, Australian Red Cross has been on the front line of emergencies, helping refugees and migrants, promoting the laws of war, supporting Aboriginal and Torres Strait Islander people, engaging in community activations, and assisting those disadvantaged by the justice system.
The brand campaign – the organisation’s first in almost 10 years – comes amid increasing pressure on individual and corporate donations for Australian Red Cross, and is running across TV, online, social and digital.
DDB Sydney collaborated with production companies UNLISTED and EDDY, and directors TURBOPASCAL COLLECTIVE on the campaign.
Client: Australian Red Cross
Belinda Dimovski – Director Engagement & Support
Astrid Mallard – Head of Marketing & Communication
Shini de Silva – Marketing Manager
Mina Hayashi – Brand Manager
Dilini Perera – Senior Multimedia Producer
Kim Batchelor – Creative Communications Lead
Creative Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Executive Creative Director: Matt Chandler
Senior Art Director: Elaine Li
Senior Copy Writer: Jared Wicker
Chief Strategy Officer: Fran Clayton
Planning Director: James Davis
Head of Integrated Content: Renata Barbosa
Senior Producer: Niki Bentley
Managing Partner: Nick Russo
Business Director: Sigrid Westhoff
Directed by: TURBOPASCAL COLLECTIVE
(Directors Antoine Marchand, Benoit de Geyer d’Orth, Paul-Eugène Dannaud, Fabien Meyran)
Production: UNLISTED and EDDY
Sound Design: Andy Stewart (DDB Sydney)
Music Supervision: Level Two Music
Original Music: Written and performed by Kate Miller-Heidke & Keir Nuttall
15 Comments
Nice track. Good one DDB
That is solid work.
Such a beautiful spot guys, incredible track and just so important right now. Well done to everyone for getting this made!
YB
A soulless music video clip about one of the most emotionally charged brands in the world. The red cross.
Biggest fail and lack of brand understanding I’ve ever seen.
Needed a big idea not a twee execution. Humanity?
Looks like it was signed off by committee. A committee who know nothing about the Red Cross brand or the power of advertising done right. Oh well. Next.
really great spot – spot on tone wise in covid, hopefully ‘post covid’ times
Very clever, very nice
Beautiful. Makes me want to donate… job done.
well done J + E! Amazing track too
I love the animation and music, but now I’m confused what Red Cross does. I thought they did their best work in major disaster relief etc, not picking up skateboarders who’ve fallen over on the high street. It might not be as ‘creative’ but I bet the usual disaster montage would generate more donations.
Who designed the characters? Who animated? Come on CB we’ve asked this before. You’ve listed every single person on the agency/client side and lumped the actual production under “Unlisted and Eddy”. But who were the people? You need to make this a requirement of posting a job here, full credits or no post. Tired of post facilities trying to hide their sources because they’re afraid someone’s going to use the same freelancer they did.
When are people going to learn not to use animated characters in humanity-driven spots. It’s hard to sympathise with a lump of Playdough needing blood.
I have nothing against the spot, but it’s galling to think the record donations to Red Cross from last year’s fires funded this while families still sleep in tents.
We want our animated characters back please!
Sweet animation!