The Benevolent Society – Australia’s oldest charity, and geared towards helping families, older Australians, and people with disabilities – has launched its second work with creative and production agency, Jack Nimble.
Set to an uplifting instrumental rendition of Aussie rock band Spiderbait’s iconic track, Calypso, the latest work follows a series of everyday Australians in different scenarios that demonstrate how The Benevolent Society’s programs and services empower its clients to live life on their terms.
From an elderly man working with a physiotherapist to keep tending his garden, to an autistic school child receiving speech therapy and a First Nations family finding solace in a community hub centre.
The integrated campaign is set to air across TV, BVOD, out-of-home, print, digital, and social.
“Our services empower people to live their lives, their way,” said director of communications and engagement at The Benevolent Society, Lisa Hresc.
“The campaign illustrates how The Benevolent Society lives out our value of ‘optimism’ and our approach to positive, strengths-based practices. It positions us as a contemporary option for people looking for excellent and innovative disability, aged care, and family services.”
This is the latest iteration of the integrated brand campaign first launched by the the non-profit and the hybrid agency. The first,Your Life. My Way, was launched last April to raise awareness about The Benevolent Society’s comprehensive support services.
Taylor Thornton, creative director at Jack Nimble, described needing the content to stand out in a crowded category.
“We felt that charity content can drift into the depressing and spend too much time on the problem, but we wanted to continue to celebrate the skilled staff and carers and show how they empower their clients.
“We wanted to continue to challenge assumptions in the category by featuring a child with a non-visual disability receiving speech pathology for their autism, giving them the confidence to connect and communicate with their friends at school.”
Earlier this year, Jack Nimble was also behind the the complete brand overhaul of The World’s Greatest Shave. The Leukaemia Foundation appointed the agency as part of its mission to address the waning interest in the annual peer-to-peer fundraiser.
See also: Leukaemia Foundation tackles lagging interest in World’s Greatest Shave with brand overhaul
Credits:
Client: The Benevolent Society
Executive director, impact and engagement: Jeremy Halcrow
Director, communications and engagement: Lisa Hresc
Manager, brand and marketing: Kathryn Jackson
Content and campaign specialist: Liana Habak
Growth solutions specialist: Brian Tran
Creative agency and production company: Jack Nimble
Executive producer: Angus Mullane
Executive creative director: Adam Wise
Head of account service: Jess Steele
Senior producer: Michael Debach
Production manager: Angelina Tsinganos
Creative director: taylor Thornton
Senior art director: Divya Abe
Director: Jordan Watton
1st AD: Jose Marquina
DOP: Matt Maule
1st AC: Molly Sutherland
2nd AC/data wrangler: Shang Lien-Yang
Gaffer: Peter Sutton
Lead electric: Tobias Andersson
Grip: Kris Wallis
Grip assist: Aurore Leclerc
Production design: Cloe Jouin
Art dept assist: Jeremy Bunny
Art dept assist: Charles Upton
Wardrobe stylist: Laura Bracken
Sound recordist: Joe Dutailis
Hair and makeup artist: Linda Thi
HMU assist: Alphie Sadsad
Unit manager: The Production Unit – Matt Withaar
On-set nurse: Gina Simon
Runner: May Kiyama
Casting: Matthew Waters Casting
Locations: Third Eye Locations
Post:
Editor and VFX: Josh Regoli
Head of animation: Drew Meier
Senior designer: Darcy Bush
Music licensing and composition: Big Sync
Sound design: Massive Music
Colour grade: Elvis Colour
Stills:
Photographer: Clint Kollier
Digi op: Hellen Algie
Stills assist: Heather Fletcher
Stills assist: Chris Proud
Stills producer: Luke Della Santa
Stills Retouching: Justin Malinowski