Rabbit director Daniel Mitchell shoots new spot for Guide Dogs NSW/ACT via The Monkeys
Rabbit and The Monkeys have collaborated to deliver a powerful and important TV and digital campaign for Guide Dogs NSW/ACT.
Directed by Daniel Mitchell, the Respect My Uniform campaign outlined the importance of respecting a Guide Dog in harness. The concept revolved around the fact members of the public would not distract a police or rescue dog while working, so why distract a Guide Dog, helping someone who is blind or vision impaired to maintain their independence.
Says Mitchell: “What I found interesting about the campaign was that it was more educational than anything else. There is a serious problem the association faces where dogs are being de-commissioned because of constant distraction from the public, and as a result, trust issues with their owners.
“I read what The Monkeys had put together for the TV campaign and was thrilled to be involved. A clever, powerful, cinematic spot that appealed to me instantly. We brought together a wonderful team, some well behaved dogs, and had a fun day bringing the idea to life.”
Client: Guide Dogs NSW/ACT
GM Marketing &Communications: Charles Ulm
Marketing Coordinator: Daniel Cutlack
Title: Respect My Uniform
Agency: The Monkeys
Creative Director: Morton Halvorsen
Junior Copywriter: Victoria Iles
Junior Art Director: Lisa Eri
Head of Production: Thea Carone
Content Director: Katie Wong-Hee
Production Company: Rabbit Content
Executive Producer: Lucas Jenner, Alex Hay
Director: Daniel Mitchell
Producer: Mike Salter
Cinematographer: Alex Dufficy
Editor: Daniel Mitchell
Colourist: Ben Eagleton
Online Design: White Chocolate
Sound Design: Daniel Mitchell
Sound Mix: Song Zu
Casting: Fountainhead
11 Comments
I love this, mostly because I can’t stand psychopaths who go up to other people’s dogs and pat them without checking with the owner.
Well done Dan…..I for one am a fan.
Great work Dan. Really good.
Fab spot. Nice idea, well executed.
Good work Dan , this subject matter needed to be addressed and Highlighted.
Well done
Love it! Well done.
Nice spot, good message
Where are the account service credits on this?
Good to hear things are going well Dan. Well done.
I’ve never seen a director on here with such a loyal and vocal following. Usually it’s agency commenting on agency. Even the top 4 directors in Australia don’t get this much praise.
Makes me wonder.
Work on here becomes click bait when people see how many comments it has.
Great spot, guide dogs are doing a job, no matter how cute they are!