The Work 2024 Contenders: Showpony

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Showpony’s Top 3…

Primary Industries and Regions – Government of South Australia: Fruit Fly SA: Devastating Impacts
Showpony
South Australia’s Riverland, home to many of the State’s fruit orchards, is highly susceptible to fruit fly. Though it is a designated pest free area, it exists in a fragile balance. One piece of fruit is all it takes to set off an uncontrollable explosion of fruit fly. This could wipe out crops and ruin livelihoods.

As a popular tourism area, there are always people entering the Riverland. Unfortunately, there is low awareness of the incredibly important, and strict, fruit and veg quarantine rules.

We needed to raise awareness of the rules, by showing that a small piece of fruit could have devastating consequences.

St John Ambulance Australia: St John Ambulance First Aid
Showpony
Despite the best of intentions, first aid training is rarely at the top of many Tasmanians’ to-do list.

Working with St John Ambulance Tasmania, we used this insight to create a disarming yet emotionally charged campaign highlighting the potential consequences of not making first aid training your first priority.

Across film and print, we showcased a series of everyday, relatable ‘to do list’ chores, suddenly introducing an unexpected emergency situation our audience may not be equipped to deal with.

Seeing a close friend or family member in an emergency scenario would compel our audience to sign up for first aid training, turning their sense of helplessness into empowered action.

BreastScreen SA: Make time for the girls
Showpony
For women over 40, a regular breast screen is the best way to detect cancer early and reduce the risk of life-threatening impacts. But South Australian women are still skipping their regular breast screens.

Proudly brought to life by female-led client, agency, creative and production teams, our campaign aimed to make a serious and avoided topic more approachable, using disarming everyday slang. Pairing this with suggestive familiar items, we sought to bring the topic front of mind, and make it easily accessible.

Our campaign included a number of tactical and guerilla elements, including an augmented reality takeover of South Australia’s most iconic sculpture, transforming the ‘Mall’s Balls’ into the Mall’s Boobs’

With the stunt picked up and shared massively across social media, we reached hundreds of thousands of women, sharing our important message.

The deadline for Campaign Brief’s The Work 2024 is Monday May 13. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email ricki@campaignbrief.com.