Matt Moran launches ‘The Unconventional Oven’ in hard-hitting campaign with Kidsafe Australia via DDB Melbourne and Revolver / Will O’Rourke
Across Australia over 5,000 children are left in cars every year. Tragically for some families, rescue comes too late. Despite this issue being well publicised, the message still isn’t getting through. To prove just how hot the sun makes a parked car, celebrity chef Matt Moran was recruited to literally cook a meal in one in a hard-hitting PR campaign via DDB Melbourne and Revolver / Will O’Rourke.
Disguised as yet another celebrity product launch, press and media were invited to the unveiling of the ‘Unconventional Oven’ by Matt Moran. The audience of media and onlookers watched as Moran prepared his signature Cowra lamb loin. When it came time to plating up the dish, Moran stunned onlookers by walking off stage and over to an SUV parked nearby. From inside the sweltering cabin Matt retrieved a fully cooked lamb loin. It was only then that he revealed his true intentions.
Said Moran: “The real reason I’ve got you here today has got nothing to do with me launching my new oven. It’s to do with over 5,000 kids being left in cars every year. And as a father I’m absolutely gobsmacked. Australia needs to know that it is not safe to leave a kid in a car – it is like an oven.”
Matt Moran’s unconventional oven is currently trending #1 on Facebook.
Says Kellie Wilson, a spokesperson for Kidsafe: “The number of children left unattended in cars each year is staggering, given temperatures inside the cabin can be up to 30 degrees hotter than outside.”
Says Josh Wittner, AAMI marketing executivemanager: “Road safety doesn’t stop when you park your car. Leaving a child unattended in a parked car during summer is dangerous and can be fatal.”
Says Simon Bagnasco, executive creative director, DDB Melbourne: “This has been a project 12 months in the making – one that has drawn on the varied disciplines in our building. As we come into the hotter months, we sincerely hope it raises awareness of this important issue.”
The event was held on December 1st, the first day of summer, at Sydney’s Bondi Beach. Within 24 hours the campaign has already been featured on The Project, Channel 9 News and Today as well as blogs and news sites across Australia and New Zealand.
The campaign film was directed by Stephen Carroll from Revolver/Will O’Rourke and was edited at the Butchery and onlined at the Refinery Sydney.
Client: Kidsafe Australia
Melanie Courtney
Jason Chambers
Supporting partner: AAMI
Josh Wittner
Angela Wilkinson
Donny Whitton
Chief Creative Office DDB Melbourne: Darren Spiller
Group Managing Director: David Brown
Executive Creative Director: Simon Bagnasco
Creative Director: Jim Ritchie
Creative: Toby Kennedy
Creative: Jordy Molloy
Creative: Jim Ritchie
Head of Broadcast: Simon Thomas
Senior Broadcast Producer: Tuesday Picken
Agency Editor: Marissa Brian
Motion Designer: Joshua Cameron
Senior Business Director: Julia Sheehan
Senior Business Manager: Kristen Mahler
Account Director: Diana Sinclair
Managing Director: Elly Hewitt (Mango)
Account Director: Susie Thomson
Head Of Experiential: Ben Barratt-Boyes
Executive Producer: Gemma Lahney
Account Manager: Zoe Watson
Head of Social: Penelope Lipsham
Account Executive: Erin Taylor
Head of Digital: Matt Oxley
Executive Producer: Kristy Russell
Producer: Victoria Houen
Head of Digital Art: Jonathon Yuen
Designer: Milena Marin
Developer: Michael Raffaele
Production House: Revolver / Will O’Rourke
Director: Stephen Carroll
MD & Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Tobias Webster
Line Producer: John Sandow
DOP: Grantley Smith, Will Robertson and Joshua Heath
Post House: The Butchery / The Refinery Sydney
Post Producer: Amelia Babos
Editor: Dan Lee – The Butchery
Online: Drew Downes – The Refinery Sydney
Grade: Drew Downes – The Refinery Sydney
Sound: Colin Simkins – Gusto Music
Infrared Technician GTEK: Grant Law
18 Comments
I Like it. The film. Not the leaving kids in cars bit.
Saw the new spot, didn’t realise it was a PR trick piece. Nice one.
Solid work DDB
Very good piece of work. And a very scary stat. Hope this gets the airtime it deserves.
Yep good
Nicely done
Hats off for tackling this issue.
But…
Parents already know that hot cars are fatal.
They don’t leave their children in the car because they think it’s safe.
They do it because, heartbreakingly, they simply forget.
From the Washington Post:
“The wealthy do, it turns out. And the poor, and the middle class. Parents of all ages and ethnicities do it. Mothers are just as likely to do it as fathers. It happens to the chronically absent-minded and to the fanatically organized, to the college-educated and to the marginally literate. In the last 10 years, it has happened to a dentist. A postal clerk. A social worker. A police officer. An accountant. A soldier. A paralegal. An electrician. A Protestant clergyman. A rabbinical student. A nurse. A construction worker. An assistant principal. It happened to a mental health counselor, a college professor and a pizza chef. It happened to a pediatrician. It happened to a rocket scientist.”
12 months of thinking went into this PR stunt. How about following it up with a more concrete solution? Like a device that alerts parents when their child is in the backseat. Such a thing would undoubtedly save lives.
Nice work – not sure if 20 year old hipsters in Bondi is the target demographic for this type of message though?
Did you even watch any of the clips? Specifically the one suggesting doing something like leaving something next to the child, like your “can’t live without it” cell phone.
Parents are less likely to forget if the issue is front of mind.
I really like this. Well done everyone involved.
nice idea. i felt the last bit of dialogue a little heavy handed, but a nice bit of work nonetheless. Well done DDB
Parents will share the shit out of this. Nice work Jim and team.
Gets the point across. But if it was as hot in the Unconventional Oven as we’re led to believe, shouldn’t Matt be using an oven mitt to pick up the hot meat tray, rather than his bare little pinkies?
This is great, really like it. Great idea, perfect name, superbly executed. The earned media writes itself.
I wouldn’t, but ‘others’ would. Hopefully this makes them think twice. Very solid campaign.
Know any chefs do you? They pretty quickly develop asbestos fingers.
Probably never even crossed Matt’s mind…
Love it. Congrats to everyone involved.
Brilliant idea already doing fantastically. Well done team. Great to see this came together so well.