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SUB CATEGORY :
BEST USE OF DIRECT AMBIENT: LARGE SCALE
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COMPANY ENTERING :
HAVAS WORLDWIDE AUSTRALIA, SYDNEY
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ENTRY TITLE :
THE RIDERLESS BIKE
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BRAND :
STEVE WAUGH FOUNDATION
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ADVERTISER :
STEVE WAUGH FOUNDATION
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AGENCY :
HAVAS GROUP, SYDNEY/RED AGENCY, SYDNEY
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EXECUTIVE CREATIVE DIRECTOR :
STUART TURNER/SEAMUS HIGGINS
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CREATIVE DIRECTOR :
GUSTAVAO VAMPRE/JOSH BRYER
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COPYWRITER :
ZAC PRITCHARD
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ART DIRECTOR :
DAMIAN GALVIN
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DESIGNER :
NIC ADAMOVICH/DARREN COLE/CLINT CROTHERS
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ACCOUNT DIRECTOR :
CARLY PELHAM/LAWRENCE PRETTY
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STRATEGIC PLANNING DIRECTOR :
BOHDI LEWIS
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AGENCY PRODUCER :
HARRIET TAHTOUH/ANGELICA SCOTT/PETER SEGERER
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OTHER CREATIVE CREDITS :
ADAM SHUTLER/DENA MOHAMED/JAMES WRIGHT/
NICK DAY/PETER LOCHEAD/BRENNA BAEYENS
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FILM PRODUCTION COMPANY :
FINCH, SYDNEY
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DIRECTOR :
KELVIN & VICKI SAIK
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EXECUTIVE PRODUCER :
COREY ESSE
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FILM PRODUCER :
AMY DYMOND/HAZEL GIBSON
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OTHER FILM PRODUCTION CREDITS :
EMAD TAHTOUH/PATRICK BARNES/ALBERT WOFFENDEN/
HAMISH PAIN/CARA SZABO
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THE BRIEF :
EVERY YEAR, THE STEVE WAUGH FOUNDATION CONDUCTS ‘THE CAPTAIN’S RIDE’; A 6-DAY CYCLE THROUGH NSW THAT AIMS TO RAISE MUCH-NEEDED FUNDING FOR THE 400,00 CHILDREN SUFFERING FROM RARE DISEASES. THE TROUBLE WAS, THE CHILDREN COULDN’T PARTICIPATE IN THE
RIDE… UNTIL NOW.
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THE STRATEGY :
THE STEVE WAUGH FOUNDATION’S AIM IS TO SHINE A LIGHT ON THOSE CHILDREN WITH RARE DISEASES WHO DON’T BENEFIT FROM AUSTRALIA’S HEALTHCARE SYSTEM. BUT WITH MINIMAL BUDGET FOR ADVERTISING,
THE CAPTAIN'S RIDE CHARITY EVENT NEEDED AN IDEA THAT WOULD CREATE BUZZ AND GENERATE EARNED MEDIA BOTH IN THE NEWS AND IN PEOPLE’S NEWS FEEDS. TO DO THIS, WE SET OUT TO CREATE A CAMPAIGN DEVICE THAT WOULD REPRESENT ALL CHILDREN WITH RARE DISEASES IN AUSTRALIA, PROVIDING THEM LITERALLY WITH A VEHICLE TO SHARE THEIR STORIES AND GET PEOPLE TO TAKE NOTICE AND DONATE.
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THE EXECUTION :
SADLY, THE CHILDREN SUPPORTED BY THE FOUNDATION ARE UNABLE TO PARTICIPATE IN THE RIDE. HOWEVER THIS YEAR, THAT ALL CHANGED. WHILE PARTICIPATING RIDERS CYCLED UP FRONT, A 'RIDERLESS BIKE' BROUGHT UP THE REAR OF THE PELOTON: A SELF DRIVING CHILDREN’S BICYCLE WITH AN EMPTY SEAT, RIDING FOR THE KIDS THAT COULDN’T BE THERE. THE RIDERLESS BIKE IS A FULLY AUTONOMOUS CHILDREN’S BICYCLE, FITTED WITH A TRACKING SYSTEM, MOTORISED STEERING MECHANISM, GPS, 360 CAMERA, OFFERING A FIRST-PERSON VIEWPOINT OF THE RIDE TO RAISE AWARENESS OF THE CAUSE $850,000 FOR CHILDREN IN NEED.
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THE RESULT :
• 556 PIECES OF COVERAGE INCLUDING TEN NEWS, 9 NEWS, SUNRISE, FOX SPORTS, ABC NEWS, 2GB BREAKFAST AND ABC NEWS BREAKFAST AND UNILAD. • 100% KEY MESSAGE CUT THROUGH • 198,737,905 TOTAL REACH • $8 MILLION+ IN EARNED MEDIA • +150% INCREASE IN WEBSITE TRAFFIC • +237% INCREASE IN DONATIONS