With real-life World Vision supporters.
World Vision Australia's new brand campaign celebrates the positive outcomes and supporter successes in transforming children’s lives, and the powerful connection between generous Australians and communities in need worldwide – a contrast to what the sector has seen for decades.
At the heart of the campaign are real-life World Vision supporters, along with the children and communities they proudly support. Despite their differences, the campaign captures the shared hopes, dreams and the vision to change the lives of children globally.
The commercial is the work of World Vision's in-house creative team, supported by production partner Vandal and Helium Films.
World Vision's chief marketing officer, Louise Cummins, said while World Vision has never shied away from the tough conversations of a child in an emergency or crisis, it’s incredibly important to celebrate the long-term impact of Australians’ generosity.
“We are so proud to share this brand story and celebrate our Australian supporters. This campaign beautifully showcases and reinforces World Vision's 'This Means the World' brand platform, which Is designed to inspire Australians with opportunities that have a positive impact on the world," she said.
Andrew Henderson, World Vision's head of brand, creative, and content, said this integrated campaign celebrates Australians at their very best, for nearly 60 years quietly making a profound and lasting impact to children globally.
"A story of the heart where light shines on through shared values and shared dreams," said Henderson.
The campaign will make its grand debut across various platforms, including TV, digital, outdoor, social, and PR from August 17.
Credits:
Creative
Chief Marketing Officer - Louise Cummins
Head of Brand, Creative & Content - Andrew Henderson
Creative & Brand Director - Rory Ellis
Head of Lifecycle Marketing - Emma Jayarajah
Brand Project Lead - Jordana Patterson
Brand Project Coordinator – Sheridan Misso
Mass Segment Acquisition Manager - Jacqui Martin
Content Lead – David Fonti
Video Content – Jordan Montgomery
Brand Communication Manager - Lucy Fogarty
Production partners: Vandal & Helium
Film Director – Tracey Rowe
Executive Producers – Brenden Johnson & Benjamin O'Donnell
Producer – Ciara Hehir
Post Producer - Alex Francis
DOP – Nick Andrew
Assistant Camera – Jake Lawlor
Editor – Mariah Dunn
Sound Design – Nigel Crowley
Grade - Marcus Timpson
Online - Phil Stuart Jones
Creative support: M&C Saatchi
Media agency: Essence MediaCom
Global PR agency: Eleven
Music: Music Supervision by Music Mill.
