Charity Jeans for Genes Day has appointed Bashful and The Projects to its agency roster as it looks to roll out a new direction for this year's campaign.
Bashful has been tasked with developing the television, out-of-home and print aspects of the campaign while The Projects will handle social media, digital and events.
Last year, Wunderman created the 2011 campaign. Previously, Jeans for Genes' campaigns were handled by ad legend John Bevins' agency for eighteen years. Bevins helped conceive Jeans for Genes as the main fundraising drive for the Childen's Medical Research Institute (CMRI) almost two decades ago.
CMRI head of marketing and communications, Suzy Soitirias, said: “Children's Medical Research Institute is delighted to be working with agency partners of this calibre to contemporise the iconic Jeans for Genes campagin. Our combined agency team has shown outstanding commitment to developing an innovative and integrated marketing campaign.”
Bashful managing partner, Simon Bookillil, said: “We are excited by the prospect of helping to reignite Australia's passion for this great charity drive and in turn help enable CMRI's amazing contribution to the treatment and prevention of genetic diseases in children.”
The Projects partner, Jack Bedwani, said: “The Projects are proud to be joining the CMRI team and intend on bringing some new relevance to Jeans for Genes Day. We will look to increase engagement with both school communities and consumers at large and get them to dig deep into their jeans pockets come August 3.”
Cherry Media will continue to handle media buying.
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