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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
CAU SE MARKETING awards point-of-view. “The r eason we’ve had the b usi- ness to be blunt about it, is we saw it as an opportuni ty to do gre at work, b ut I th ink it has g one way past that, our agenda now is more about doing good than doing great work. We try to do both, but we are currently working on a proje ct fo r them at the moment whi ch i s an amazing project and hopefully we’ll do great work for it but we are real- ly m ore conce rned a bout doing good,” he says. In f act , Collis con sider s Ea rth Hour o ne of the most spirit ual ly rewarding campaigns he’s ever been involved with and says the fact that they were doing something positive spread throu gh the agency wi th everyone getting behind it. “It was quite an amazing effort, in hindsight when we look back on it and s omeone actually aske d us t o do what we did, we probably would have sa id we can’t do that, tha t’s impossible,” he says. Winn ing a Ti taniu m Lion at Cannes al so helped moral e, inspir- ing e veryone in the age ncy to lif t their game an d l eaving them with the feel ing t hat they ca n do s ome really gre at work. Leo Burn ett is currently working on a proje ct fo r Mission Australia it promi ses will be another paradigm shift. Like the others, Collis thinks such projects should be eligible for the Grand Prix: “Damn right it should. I have a very simple phi losophy on great work and that is that it’s really really fucking hard to do great work and I thi nk e verything shou ld be eligible. I think it’s just a s ha rd to do great work on charity business as it i s for paying client s, pro bably harder, the bar is higher, the expec- tations a re much bigge r and often pro-bono clients are committee dri- ven and they can be really difficult. I’m not saying WWF, they are real- ly lovely people, but I’ve worked on lots of pro bono accounts and they can be really difficult people. I hope they ch ange the rule s be cause I think great work should be eligible to win th e high est acco lade an d whether that is a pro bono piece of bus iness or Proc ter & Gam ble it doesn ’t re al ly bother me , if it’s great, it’s great,” he says. For now they are working o n the campaign for Ear th Hour 20 08 which ha s b een extended be yond Sydney to the rest of Aus tralia and to ci ties including Sh anghai, New York and Chicago with Earth Hour packaged as a stand-alone bra nd co-owned b y Leo Bur nett, WWF and Fairfax. “That was always our goal , it was never to do it once, it was to make it an annual event where the world stopped and paid more attention to what t hey are c onsumi ng ene rgy wise. If it worked to how we wanted it to work, it will become a fabric of a global movement and we wil l be really thrilled,” he says. Another org anisation that he lped extend a global movement was The Conscience Organisation (TCO), a Surry Hi lls based content c reation company that did the branding for 36 CAM PA I GN B RIE F Y&R’s SOS project promoting the Live Earth Concerts on 7/07/07 has been a huge success - two billion people world- wide supported the event. Collis considers Earth Hour one of the most spiritually rewarding campaigns he’s ever been involved with and says the fact that they were doing something positive spread through the agency with everyone getting behind it: “It was quite an amazing effort, in hindsight when we look back on it and someone actually asked us to do what we did, we probably would have said we can’t do that, that’s impossible.” Clive Burcham, founder, TCO, says Make Poverty History represented a chance to turn their brains to a larger benevolent cause - which also is associated with other parts of its business, which is the music industry and content. the Australian extens ion o f th e Make Pover ty Hist ory co ncer t. Launched in the United King dom in 2005, two young Au str ali ans, Dan Adams and Hu gh Evan s, decided to hold a s imilar e vent in Australia in November 2006. TCO got involved at the fo unda- tion stages to get the media and content happening. Thi s incl uded TV pr ogr ammi ng for Ten and MTV, streaming o n news.com.au and MySpace, the sim ulcas t on NOVA and the creation of 300,000 DVDs. T he con cer t had local bands including Sarah Blasko, John Butler Trio, Paul Kelly and Eskimo Joe with a surprise performance by Bono and Pearl Jam - who we re in Australia at the time - who teamed up to perform a song making he ad- lines around the world. Clive Burcham , founder , TCO, says Make Poverty Histor y rep re- sented a chance to turn their brains to a larger benevolent cause - which also is associated with other parts of its business, wh ich is the mu sic industry and content. “In one respect it was a no-brain - er, but in others it was a c omplete and utter privilege. It also gave us a chance to express our beliefs about the inclusive nature of what a media deal could be rather than an e xclu- sive nature of what media deals are and what I mean by that is be cause we are able to deliver i t i nto so many different media and so ma ny different platforms it ac tually ha d the message and the bran d ampl i- fied beyond what we imagined,” he says. Leading up to Christmas 2 006, TCO calculated that about 17% of its time was dedicated to benevo - lent causes. It also works on Tour de Kids and Kids Express. “What we l earnt from the Make Poverty History work we’ve taken back into all our work with all of the clients. There is no doubt that that has actually influenced in a very big way, what we do as a busi- ness now. It’s one of the things that comes along – if you look at your life and there’s these little blips, one might be getting married or having a child – in a business there’s mile- stones you reach and that was one of the milestones we reached. It was like, OK, this is one of the really inter es ting t hings we’ve come across so while for us essentially it was a big investment in time and resources and money the act of giv- ing gave back t o us ten-fol d,” Burcham says. “There’s a staff issue, all of our sta ff p ut in a whole lot of work because they were completely in awe of this project and the differ- ence they can make to the world and then from a business perspec- tive, we d o really good work for brands now so to be able to do that same work and take all the thinking that we get from our work with all these great brands and to put it to a cause like that.” While he says that it’s just as satis- fyi ng mak ing a differen ce to a brand’s business as it is for a good caus e, Burc ham says people get involved in cause marketing for var- ious reasons. He says: “Some have the money and power to do it so they do it, some do i t because they really want to make a dif ference, some do it because the CEO or the sharehold- ers have a responsibility to do it and then others do it that’s part of the generation they are living in. In the last 12 months it feels like my brain has been occupied 25% more about SE PT E MBE R/OCTOB E R 2 007
November December 2007
July August 2007