Media agency: OMD
Creative director: Marcus Ingleby
Art director: Lisa Rushbrook
Copywriter: Janet Croll
Sorbent, in partnership with the Cancer Council, has launched the "Sorbent Sing For Daffodil Day" campaign, aiming to raise funds for cancer research, education and support services.
The campaign is calling on 50,000 people to do their best rendition of the Katrina and the Waves classic "Walking on Sunshine". People can upload videos of themselves onto the dedicated website or take part in several out-of-home promotional activities.
The campaign will compose of TV, radio, online and social media activities.
In addition, a strategic partnership with Essendon Football Club will see the campaign featured during the 22 August AFL clash against Brisbane, with the stadium encouraged to burst into song.
