The Smith Family: you won’t find us here
The Smith Family is a charity, but they don’t run soup kitchens or homeless shelters. Instead, they tackle disadvantage in an entirely different way by supporting kids’ education. However, most Australians don’t know this.
To change perceptions, BMF Sydney developed an emotive campaign that addressed this common misunderstanding head on. The campaign includes a 30-second TV spot as well as cross track posters and online banners.
“The tug on the heart strings for you to support a charity is extremely competitive. As such we wanted to have a clear articulation of what The Smith Family stands for, so it was clear exactly what you were contributing toward. In this case, it was easier to highlight what they don’t do to get the point across,” says Dylan Taylor, BMF creative director, direct.
Executive Creative Director: Warren Brown
Creative Director: Dylan Taylor
Art Director: Jun Harada
Copywriter: Tim Wood
Account Management : Lorna Parry, Joey Crosby
Agency Producer: Whitney Hawthorn
Production Company: Flying Fish
Director: Tom Spark
Editor: Tom Spark
Media Planning & Buying: PHD
Post Production: Fanatic
Planner: Simon McCrudden
2 Comments
Nice. Simple and effective and a well crafted message.
As a parent I found this ad very moving.
Well done guys, the truth, well told.
Marrianne