2011 NYF Advertising Awards
Gold Award Winner
Clemenger BBDO Melbourne
TALENT CREDITS:
James McGrath – Creative Chairman
Ant Keogh – Executive Creative Director
Julian Schreiber, Tom Martin – Creatives
Sevda Cemo – Agency Producer
Ricci Meldrum, Nici Henningsen – Group Account Directors
Mary Darzi – Print Producer
Theresa Hoogland, Graeme White – Marketing & Fundraising Manager Vic/NSW
Jo Currie – Project Manager
Michael Hyde – Strategic Planner
Sam Hodgson – Interactive Producer
Amy Gerbhardt, Micca Delaney – Directors
One of the greatest struggles the blind face due to their condition is incredible isolation. So when tasked with creating a new way to generate support for Guide Dogs Australia, the country’s leading vision impaired services organisation, it seemed vital we didn’t inadvertently exclude the blind – by creating anything visually based such as a ribbon or wristband. Also the traditional donor base, older people, were showing donation fatigue with Australia as a whole moving through the global financial crisis. As a result we needed to open the charity up to a new support base as well as appealing to existing donors.
