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  • SUB CATEGORY :
    COMMERCIAL PUBLIC SERVICES
  • COMPANY ENTERING :
    LEO BURNETT MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    ISELECT HEALTH COVER CHECK-UP
  • BRAND :
    ISELECT
  • ADVERTISER :
    ISELECT HEALTH COVER CHECK-UP
  • AGENCY :
    LEO BURNETT, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    JASON WILLIAMS
  • CREATIVE DIRECTOR :
    MICHELLE WALSH
  • ART DIRECTOR :
    MIKE FRITZ
  • ACCOUNT DIRECTOR :
    ELLA WARD/KATE SILVER
  • ACCOUNT MANAGER :
    JACQUELYN WHELAN
  • ACCOUNT EXECUTIVE :
    MARLO WILSON
  • STRATEGIC PLANNING DIRECTOR :
    ILONA JANASHVILI
  • AGENCY PRODUCER :
    ELIZA MALONE
  • FILM PRODUCTION COMPANY :
    FINCH, SYDNEY
  • DIRECTOR :
    NICK BALL
  • D.O.P/CINEMATOGRAPHER :
    LACHLAN MILNE
  • EXECUTIVE PRODUCER :
    COREY ESSE
  • FILM PRODUCER :
    KATE MERRIN
  • POST-PRODUCTION COMPANY :
    THE BUTCHERY, MELBOURNE
  • EDITOR :
    JACK HUTCHINGS
  • COLORIST :
    MARTY GREER
  • SPECIAL EFFECTS COMPANY :
    THE REFINERY, MELBOURNE
  • VISUAL EFFECTS :
    EUGENE RICHARDS
  • SOUND PRODUCTION COMPANY :
    SOUND LOUNGE, MELBOURNE
  • SOUND DESIGNER :
    SAM HOPGOOD
  • ENGLISH SYNOPSIS :
    ‘OVERPROTECTIVE MUM’ TELLS THE STORY OF AN IRRATIONALLY OVERPROTECTIVE MOTHER WHOSE 9-YEAR OLD SON ZACH HAS JUST STARTED PLAYING RUGBY. AS SHE ANXIOUSLY WATCHES HIM FROM THE SIDELINES, SHE DECIDES IT’S A GOOD IDEA TO DO AN ISELECT HEALTH COVER CHECK-UP ON HER PHONE – TO FIND OUT WHETHER HER HEALTH INSURANCE POLICY HAS HER SON FULLY COVERED FOR ACCIDENTS. WE SOON REALISE IT’S THE OTHER KIDS WHO NEED PROTECTION WHEN WE SEE THAT HER PRECIOUS ‘LITTLE’ SON ZACH IS ACTUALLY A FULLY-GROWN MAN WITH A BODY BUILT LIKE A REFRIGERATOR. HENCE, HIS NICKNAME “FRIDGE.”
  • ENGLISH CONTEXT EXPLANATION :
    WHEN IT COMES TO PRIVATE HEALTH INSURANCE (COVER), MOST AUSTRALIANS TAKE OUT A POLICY THEN FORGET ABOUT IT. THIS IS DANGEROUS WHEN YOU CONSIDER HOW OFTEN OUR HEALTH NEEDS CHANGE THROUGHOUT OUR LIVES. TO COMBAT THIS BEHAVIOUR AND HIGHLIGHT THE IMPORTANCE OF HAVING THE RIGHT HEALTH COVER AT ALL TIMES, THIS CAMPAIGN ENCOURAGES PEOPLE TO REVIEW THEIR COVER MORE REGULARLY THROUGH AN ISELECT HEALTH COVER CHECK-UP. ISELECT IS AUSTRALIA’S LEADING COMPARISON BRAND – A SERVICE THAT ALLOWS CUSTOMERS TO COMPARE INSURANCE, UTILITIES AND FINANCIAL PRODUCTS SO THEY CAN MAKE AN EDUCATED DECISION ABOUT WHICH ONES THEY PURCHASE. THE ISELECT HEALTH COVER CHECK-UP IS IN THE FORM OF AN ONLINE TOOL OR PHONE CALL THAT ALLOWS CUSTOMERS TO FIND OUT QUICKLY WHETHER THEIR EXISTING HEALTH COVER IS STILL RIGHT FOR THEIR CURRENT HEALTH NEEDS AND LIFE STAGE.
  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    MCCANN WORLDGROUP INDIA, MUMBAI
  • TITLE :
    IMMUNITY CHARM
  • BRAND :
    MINISTRY OF PUBLIC HEALTH, AFGHANISTAN
  • ADVERTISER :
    MINISTRY OF PUBLIC HEALTH, AFGHANISTAN
  • AGENCY :
    MCCANN WORLDGROUP INDIA, MUMBAI
  • CHIEF CREATIVE OFFICER :
    PRASOON JOSHI
  • EXECUTIVE CREATIVE DIRECTOR :
    PRATEEK BHARDWAJ
  • CREATIVE DIRECTOR :
    SOUMYA SHIVA NAGABHUSHAN
  • CREATIVE TEAM :
    VAIBHAVA BHATNAGAR/URVASHI DAS
  • COPYWRITER :
    PRATEEK BHARDWAJ
  • ART DIRECTOR :
    SOUMYA SHIVA NAGABHUSHAN
  • ACCOUNT DIRECTOR :
    KAMYA ELAWADHI
  • MARKETING DIRECTOR ASIA PACIFIC :
    HARSHIT JAIN
  • MEDICAL ADVISOR :
    DAN CARUCCI
  • CULTURAL CONTEXT EXPLANATION :
    REMOTE AREAS, ILLITERACY, AND TRADITIONAL BIASES AGAINST VACCINES, MEAN AFGHANISTAN HAS A VACCINATION COMPLETION RATE OF JUST 50%. DOCTORS FACE A LACK OF IMMUNIZATION HISTORY AS PARENTS DO NOT MAINTAIN VACCINATION CARDS. WE NEEDED THE PEOPLE OF AFGHANISTAN TO UNDERSTAND THE IMPORTANCE OF IMMUNIZATION AND HELP THEM COMPLETE THEIR CHILD'S IMMUNIZATION. BORROWING FROM AN AFGHAN TRADITION ITSELF, WE MODIFIED THE EVIL EYE CHARM, COMMONLY FOUND ON AN INFANT'S WRIST, AS OUR MEDIUM TO SPREAD THE MESSAGE OF IMMUNIZATION AMONGST VARIOUS AFGHAN COMMUNITIES. BY CODIFYING THE BEADS ON THE BRACELET, DOCTORS HAVE CREATED AN INCENTIVE FOR AFGHAN MOTHERS TO MAINTAIN IMMUNIZATION HISTORY. ON EVERY VACCINE GIVEN, THE DOCTOR ADDS A SPECIFIC COLORED BEAD TO THE BRACELET, BUILDING UP THE IMMUNIZATION HISTORY DATA ON THE CHILD'S WRIST. THIS DATA CAN BE EASILY INTERPRETED BY OTHER DOCTORS WHEN THEY SEE THE BRACELET.
  • BACKGROUND OVERVIEW :
    REMOTE AREAS, ILLITERACY, AND TRADITIONAL BIASES AGAINST VACCINES, MEAN AFGHANISTAN HAS A VACCINATION COMPLETION RATE OF JUST 50%. DOCTORS FACE A LACK OF IMMUNIZATION HISTORY AS PARENTS DO NOT MAINTAIN VACCINATION CARDS. WE NEEDED THE PEOPLE OF AFGHANISTAN TO UNDERSTAND THE IMPORTANCE OF IMMUNIZATION AND HELP THEM COMPLETE THEIR CHILD'S IMMUNIZATION. THE IMMUNITY CHARM IS THE IMMUNIZATION HISTORY OF A CHILD, WORN BY THE CHILD. IT CREATES A DIRECT RELATIONSHIP BETWEEN INFANTS' DOCTORS AND THE PARENTS. BORROWING FROM AN AFGHAN TRADITION ITSELF, WE MODIFIED THE EVIL EYE CHARM, COMMONLY FOUND ON AN INFANT'S WRIST, AS OUR MEDIUM TO SPREAD THE MESSAGE OF IMMUNIZATION AMONGST VARIOUS AFGHAN COMMUNITIES. THE CHARM IS NOT MERELY FOR THE PURPOSE RECORD KEEPING OF VACCINES BUT ALSO REMINDS PARENTS TO FOLLOW UP ON THEIR CHILD'S IMMUNIZATION.