Adman Russel Howcroft is heading a massive live entertainment industry campaign, #VAXTHENATION, via television, social, digital and outdoor media to urge Australians to get vaccinated.
More than 200 of Australia’s biggest artists and performers have joined with tour promoters, music festivals, venues, ticketing agencies, record labels, comedy producers, theatre and opera companies, streaming platforms, industry associations and peak bodies.
"Genuinely it's been a fantastic advertising experience for me," Howcroft told AdNews. "The live entertainment industry are guns, they've just gone full on. They are just bloody brilliant.
"I've experienced an industry collective, and all the energy that that brings, all the focus, to produce what I think is a really good campaign."
The TVC of the LIVE Alliance (Live Industry Venues + Entertainment) campaign was created by agencies Mushroom Creative House and Good One Creative.
Howcroft: “With an awesome idea generated by Good One Creative and the incredible creative direction and production capability of Mushroom, we have managed to pull together a powerful campaign via generosity of spirit and a burning desire to rock on.
"Huge thanks in particular to Powderfinger and the inspired leadership of the LIVE Alliance steering committee.”
Lending their names to #VAXTHENATION are performers such as Powderfinger, Jimmy Barnes, Tim Minchin, Celeste Barber, Paul Kelly, Archie Roach, Dave Thornton, Amy Shark, ICEHOUSE, Birds Of Tokyo, Nazeem Hussain, Marcia Hines, Midnight Oil, RÜFÜS DU SOL, Troy Cassar-Daley and Georgia Maq (Camp Cope).
#VAXTHENATION aims to remind all Australians of the magic of live events and how vaccination is the only way to "stop the interruptions" and break the cycle of lockdowns.
It kicks off today with national TV and an artist content campaign. Media is being run by entertainment marketing company AKA and Simon Ryan’s Ryvalmedia.
The TVC is soundtracked by Powderfinger with the hit single My Happiness, and includes 60, 30 and 15 second spots which will air across networks 7, 9 and 10.
This is complemented by a paid digital and social campaign, as well as outdoor advertising and billboards in Victoria, NSW and Queensland.
The secondary campaign will focus on artist involvement, while also paying attention to Aboriginal and Torres Strait Islander communities, regional and rural communities.
#VAXTHENATION is working with consultancy Point Blank Group and AUM to bring cultural awareness and deliver the campaign in a sensitive and ethical way.
The LIVE Alliance: “The impact of the pandemic on Australia’s world-leading music, theatre, comedy and live entertainment industries has been truly devastating.
"Getting vaccinated is the crucial step fans can take which will allow us to join together and enjoy the unbeatable magic of live performance once again.”
Client: The LIVE (Live Industry Venues + Entertainment) Alliance
Agency: Good One in collaboration with Russel Howcroft
Production Company: Mushroom Creative House
Song: ‘My Happiness’ by Powderfinger
Media: AKA/Ryvalmedia
Digital: Bolster
Website: Joel Caust, Alex Iversen and Jonathan Seidler
Cultural and Community Consultancy: Sian Van Der Muelen (Point Blank Group), and Chryss Carr (AUM)
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