| Заголовок | Sleeps Here |
| Агентство |
Havas Partnership
|
| Кампания |
Sleeps Here - The Smith Family
|
| Рекламодатель |
The Smith Family
|
| Бренд |
The Smith Family
|
| Posted | Июнь 2003 |
| Продукт |
Early Intervention & Prevention programs
|
| Бизнес сектор | Благотворительные организации, фонды, волонтеры
|
| Слоган | We help kids like Annie stay in school, so they don't end up sleeping here. |
| История | The ad depicts a disadvantaged girl who has the potential to end up on welfare or worse, homeless. The Smith Family are calling up on the community to donate to their programs, to prevent this from happening. |
| философия | To 'borrow' from the conventions of 'cure/fix it' advertising and deliver the prevention is better than cure message. So, prevent the disadvantaged from ending up on welfare and on the streets, by donating to The Smith Family's programs today. Utilising media that helped deliver this message in a 'real life' situation. ie: sleeping under the 'newspaper', sleeping under a roadway passover bridge, sleeping in a bus shelter. |
| Проблема | The community donates during this time of year (winter) predominately to 'welfare/cure' based organisations. (ie: homeless, poverty, meals.. etc). The Smith Family programs work to prevent these situations through early intervention and education. The problem was to make 'prevention' a more compelling reason to donate than helping 'fix' the problem once it's ocurred. |
| Тип медиа |
На открытом воздухе / вне дома
|
| Рынок | Australia |
| Исполнительный креативный директор |
Dale Rhodes
|
| Креативный директор |
Mike Rolfe
|
| Арт-директор |
Mike Rolfe
|
| Копирайтер |
Jason Ross
|
| Директор рабочей группы клиента |
Tui Horo
|
| Делопроизводитель |
Julijana Trajcevski
|
| Продюсер агентства |
Robyn Willis
|
| Фотограф |
Anson Smart
|
| Менеджер по рекламе |
Linda Landini
|
