The Work 2021 Contenders: Coffee Cocoa Gunpowder
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…
Anti-Slavery Australia: Human Mart
Coffee Cocoa Gunpowder
It’s 2021 and slavery still exists. Right here in Australia. People brought here under false pretences and others already living here are being held captive, forced to work as cheap labour, domestic servants and in sexual exploitation. Human beings are being bought and sold callously, like products. Over 15,000 people are currently experiencing modern day slavery in Australia.
To dramatise this, drive awareness and get people to engage with the issue, we opened a supermarket ‘selling human beings’ on Sydney’s busiest shopping street. Stocking over 60 products, each representing a victim of modern slavery. Each product was named after a victim of slavery in Australia and their story featured on the reverse of the packaging. On the surface, Human Mart was a vibrant supermarket. On closer inspection, it was an interactive storytelling experience, unique exhibition and teaching resource rolled into one.
Rethink Sugary Drink Alliance & Cancer Council Victoria: The World’s Crappiest Ad
Coffee Cocoa Gunpowder
The Rethink Sugary Drink Alliance needed to get young people – specifically Gen Z and Millennials – thinking twice about the amount of sugar in soft drinks and the health risks associated with over-consumption. But it’s notoriously difficult to get this audience to engage with health messages, let alone drive behaviour change. So we needed to talk to them in the right place at the right time, with a message that was impossible to ignore or forget. The answer? To draw them in…and then repulse them.
The content was disgusting, but somehow hypnotically watchable and, essentially, unforgettable. It felt completely at home on Instagram, TikTok, Facebook and YouTube. And, our normally cynical audience loved it.
Aged Care Workforce Industry Council (ACWIC): Bring Your Thing
Coffee Cocoa Gunpowder
Bring Your Thing is a campaign to encourage and inspire people to consider employment in the aged care sector.
The campaign was particularly timely, relevant and important because it was launched in the context of (1) a Royal Commision into the quality of aged care services (2) the aged care industry needing to triple its workforce by 2050 to provide the care our older people need and deserve and (3) talent from other sectors being in the employment market due to Covid-related job losses.
Our ‘Bring Your Thing’ campaign called for them to bring transferable skills into a wide range of roles in aged care. An emotive film crafted for social media was backed up with a powerful Buzzfeed campaign to target the notoriously tricky to reach millennial audience.
The entry deadline for Campaign Brief’s The Work 2021 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.