CLIENT: IMAGINATION & BANK
PROJECT: Small Business Boost
COMMUNITY: Existing and potential small business customers
CHANGE: Influence the online and offline conversations about the bank as a partner in both the dreams and day-to-day realities of small business owners
STORY: Imagination created a Facebook campaign which celebrated Australia’s best small businesses. We captured micro-docs with each of the State Finalists, which were hosted on FB and were viewed by the public to influence voting. The stories needed to celebrate the extraordinary dedication of the small biz owners, as well as the source of their inspiration and the dreams to which they aspire.
DELIVERABLES: We scripted, filmed and edited the following work: 1 x Promo Film: 5 x Finalist Films: 1 x Prize Film: 1 x Internal Overview Film
CLIENT: SANE AUSTRALIA
PROJECT: Website films
COMMUNITY: SANE Australia’s mission is to help all Australians affected by mental illness to lead a better life.
CHANGE: The SANE website is a very valuable source of information and referral for people with mental illness, and family, friends or work mates concerned about someone with mental illness. The films needed to humanize the website and to explain SANE’s services in a vivid and warm delivery.
STORY: To fit within a very tight budget we created a style of shooting that enabled us to capture 8 films in just 5 days. We used a range of ambassadors to share their lived experiences across multiple topics.
To make the stories more visually engaging and to represent some of the more nebulous concepts we also used actors performing scripted scenes.
DELIVERABLES: 1 x Awareness Film: 5 x Service Films: 1 x Fundraising Film: 1 x CEO Manifesto Film
CLIENT: TELSTRA, CITY OF SYDNEY, IMAGINATION
PROJECT: Sydney new years eve 2012
COMMUNITY: People attending NYE celebrations in Sydney
CHANGE: Shift people from being observers to being participants
STORY: The app enabled people to participate in the light show by holding their phones above their heads at certain moments during the evening. Our films were part of the app that gave people a greater connection and sense of ownership over the experience, by taking them behind-the-scenes of two of most loved NYE rituals – ‘The Bridge Effect’ and ‘Lighting of the Bridge’.
DELIVERABLES: 2 x Behind-the-scenes films: 2 x NYE Creative Ambassador announcements: 1 x EPK filmed on NYE and delivered to media by 9am New Years Day: 1 x Internal Overview Film
CLIENT: REDED - Raw Energy Dance Education
PROJECT: National Curriculum Dance DVD
COMMUNITY: Primary school teachers and students
CHANGE: Dance was becoming mandatory under the National Curriculum. This project needed to allay the fears of teachers and empower them to confidently teach dance themselves or use the DVD to lead their classes
STORY: Our first task was to convince teachers to invest in the DVD. We did this by creating a demo disc that included samples of the dance, a warm-up routine, and a micro-doc that established REDed’s credibility within the education sector. We then produced a disc that taught the entire National Curriculum.
CLIENT: MACKILLOP FAMILY SERVICES
PROJECT: Foster Care Recruitment
COMMUNITY: Potential foster carers.
CHANGE: MacKillop have an extraordinary community of foster carers, but there is a desperate shortage of carers with demand constantly growing. MacKillop identified that there is a significant drop-off of interest from people who make an initial enquiry. Our brief was to increase the number of these people who took the next step of undertaking training.
STORY: We captured the stories of four diverse carer households at various stages of their foster journeys and then walked the audience through the process from initial enquiry to training, first placements, challenges and joys of caring and then the heartbreak of passing the child back.
A huge challenge was how to make this visually interesting without being able to show the children in care. We turned this into a great strength of the films using an automatic slider to reveal and withdraw life from scenes. This enables the audience to project their own imaginations into the scenes.
DELIVERABLES: 1 x 13-min Film: 1 x 2-min Promo: 1 x 30-sec TVC
Strategically, we focused on the 13-minute film which would be hosted on their website and sent out to people who make inquiries. We then tweaked the focus for the 2-minute film to be a general promo that we hoped would be shared through social networks attracting potential carers who hadn’t yet inquired. Finally, the 30-sec TVC was designed to create awareness as a Community Service Announcement.
CLIENT: IMAGINATION & BANK
PROJECT: Behind-the-scenes 100th anniversary ad
CLIENT: IMAGINATION & BANK
PROJECT: Behind-the-scenes of the ACO
COMMUNITY: People who care about orchestral music and the arts in general
CHANGE: We wanted to create awareness about the Bank’s role in supporting cultural institutions such as the ACO, but shift the perspective that this is elitist
STORY: We tell the story of the ACO through the eyes of young aspiring violinist who dreams of one day joining their team. This establishes the credibility of the Orchestra whilst giving people who aren’t fans an access into the ‘elite’ world. The story feeds back into the Bank’s broader positioning of helping people to achieve their dreams.
DELIVERABLES: 1 x 3-min film
*Due to copyright issues we are unable to publicly publish this film, but if you’d like to see if send us a message and we’ll send you the password.
CLIENT: INSTITUTE OF CHARTERED ACCOUNTANTS IN AUSTRALIA
PROJECT: Mission Exceptional 2013
COMMUNITY: University students
CHANGE: The campaign sought to shift the perception of accountants from desk-bound bean counters to dynamic global problem solvers. It shows the profession as an exciting challenge that can open doors to a great life.
STORY: Mission Exceptional received more than 400 entries from around Australia. The Finalists were flown to Sydney to present their work to the judging panel. Who&Why were engaged to capture an overview of the experience and finalist films that would enable the public to vote online via Facebook. Working with the spy thriller motif from the Mission Exceptional branding we created a film noir introduction that established the characters and their challenge. We captured the presentations to The Board in a style that referenced Dragon's Den and The Apprentice.
DELIVERABLES: We scripted, filmed and edited the following work: 1 x Overview Film: 6 x People's Choice Facebook Finalist Films
CLIENT: Independent Digital Media
PROJECT: 'If Guys Were Girls'
COMMUNITY: Members of 'the beauty trade' in Australia and the sisterhood who look for beauty tips and techniques online.
CHANGE: This viral video series was created as part of the launch of the website. It was intended to generate awareness about the website.
STORY: The concept played on the eternal gulf between guys and girls. We showcased the sceanrios and conversations that could precede a visit to www.primoed.com, but infused them with humour by using blokes instead of sheilas to act them out.
DELIVERABLES: 3 x 60-second videos
RESULTS: 120,000 views on You Tube. In the week of launch 'Wax' was the #1 most watched comedy clip in Australia and #2 most watched clip overall in Australia.
Sydney's ANZ Stadium is more than just a venue.
We were commissioned to show the range of features the stadium has to offer. We had just one afternoon to gather footage to make this promo, which was designed as a B2B promo for the Stadium management to use in pitches
CLIENT: IMAGINATION & BANK
PROJECT: Bank Community Fund
COMMUNITY: Bank staff
CHANGE: The Community Fund enables staff to make salary sacrifice donations to important community projects. We wanted to influence more staff to give
STORY: We captured the emotion and action made possible by the staff’s generosity as an acknowledgment to those already contributing and as an encouragement to those who weren’t yet.
DELIVERABLES: 1 x promo film:
PROJECT: Movember 2013
COMMUNITY: Who&Why's online friends & following
CHANGE: raise $1300 by sharing our stories, and prove it’s possible to do with without high-end productions.
STORY: Who & Why believe that social fundraising is a more effective and enjoyable way to raise funds for any cause. This is the idea that by taking your following on a journey with you, your supporters become more empathetic, generous and inclined to donate to a cause because they’re getting something in return: they’re getting a story.
We put our theory to the test for Movember, sharing Mo-themed content across our Mo-space page and Facebook. It’s also the unveiling of a new timeline feature – a great way to keep all the content for a specific project ordered and in one place and separated from the other status updates, pictures and distractions of most social media platforms.
CLIENT: ABORIGINAL HEALTH & MEDICAL RESEARCH COUNCIL (AHMRC) & PURPLE GOAT
PROJECT: Kick The Habit
COMMUNITY: Aboriginal communities in NSW – Albury, Inverell, Dubbo
CHANGE: Rates of smoking are much higher in Aboriginal communities than in mainstream Australia. Research has proven that community-specific marketing campaigns are far more successful at affecting positive health outcomes than generic campaigns distributed from NSW Health.
STORY: We partnered with Purple Goat to develop a social marketing workshop, which we traveled we delivered in each community. We built the capacity of the local health services to deliver future campaigns by teaching them to create a strategy and how to execute a creative vision that fulfilled on the strategy.
DELIVERABLES: 3 x Community-specific films: 3 x Generic films: 3 x radio ads: Social Marketing Workshop: Photography used for posters
CLIENT: ONE EDUCATION & DROGA5
PROJECT: One Laptop Per Child Australia
CHANGE: We wanted Principals across Australia to believe and invest in One Education’s hardware and training programs.
STORY: Droga5’s strategy was to have students decorate the iconic green laptops which were then sent out to Principals along with marketing collateral and our film which was loaded onto the laptop and began to play automatically when the machine was opened. We used an inspiring Principal as an ambassador for the program and sought to reconnect the audience to the ideals that have fuelled their careers.
DELIVERABLES: 1 x Principal Promo Film for direct marketing kit: 1 x Decoration Film for website
CLIENT: IMAGINATION & BANK
PROJECT: Community Seeds Facebook campaign
COMMUNITY: The Bank invests a lot of money into community initiatives and this project was intended to promote this support and build their Facebook community.
CHANGE: We wanted to influence the conversation about the Bank’s relationship to the community. This campaign highlighted their contribution to worthwhile causes.
STORY: We captured a story with each of the six finalists and in each film we connected the audience to both a member of the community organisation and a beneficiary of their efforts.
DELIVERABLES: 6 x Finalist Films: 1 x Overview Film
CLIENT: IMAGINATION & BANK
PROJECT: Reconciliation In Australia
CHANGE: We wanted to create awareness about the Bank’s Reconciliation policy both within the Bank and externally through the media.
STORY: We tell the story of their policy through the eyes of a young, white employee. We meet him in his world before following into a world that few Australians have ever been. We explore the relationship between two people and two worlds through the relationship between two individuals.
DELIVERABLES: 1 x Promo film
PROJECT: TRUE LOVE STORIES
STORY: This web-series is a Who&Why passion project. We interview couples to capture the two perspectives on the story of their relationship.
CLIENT: MISSION AUSTRALIA
PROJECT: Creative Youth Initiative - That Thing that Changed Everything
COMMUNITY: For 20 years CYI has offered marginalized youth a pathway to self-expression and further educational opportunities
CHANGE: The intent of the project was to cause all members of the CYI community to see themselves as storytellers whose collective voice represented something amazing in the world.
STORY: This collaborative storytelling project empowered the participants to capture and share their own stories. We aggregated these stories into a collective voice that told the story of CYI’s 20 years.
DELIVERABLES: 1 x Promo Film: 1 x TVC screened at Open Air Cinema: 10 x individual stories created by the individual participants: 1 x 20th Anniversary speech
CLIENT: DB SCHENKER
PROJECT: 50 Years In Australia
COMMUNITY: DB Schenker invited 500 VIP guests to celebrate their 50 years in Australia at a gala dinner. This video was screened at the event and then used for internal team building and promotion on the company website
CHANGE: We wanted to reposition the company, not just as a freight and logistics company, but as a vital contributor to the Australian community.
STORY: We used interviews with significant members fo the DB Schenker community intercut with historical archival footage that position the company’s history as inextricably linked to that of the nation.
DELIVERABLES: 1 x Promo Film
CLIENT: EAST WEST TRANSPORT
PROJECT: Wok Seif
COMMUNITY: EWT are based in Lae, Papua New Guinea. They employ many local truck drivers, mechanics and labourers to work in their transport depot.
CHANGE: Safety is a massive issue in the depot. Our film needed to bring these safety issues to life and serve as a cultural initiation for new employees.
STORY: We used a local celebrity to introduce the story and the MD of the company. Once we had established this authority, we introduced an actual worker from the depot to bring credibility and reliability to the messages. We needed to explore local storytelling customs to maximise effectiveness.
DELIVERABLES: 1 x Safety Film
CLIENT: Blackbaud Pacific
PROJECT: BBCON 2013
COMMUNITY: BBCON is an annual conference for the Not-For-Profit and Charity sector. The Convention attracts 300 delegates from across Australasia for two days and four content 'streams' dedicated to improving the performance of organisations at all levels of the sector.
CHANGE: BBCON is one of several conference offerings in a very competitive space. They want to remain the first and best choice for thought-leadership in the sector, growing their audience and community year-on-year.
STORY: We captured and enhanced the experience for the attendees by creating a mobile interview booth in the lobby area, effectively adding another stream of live content. We also recorded key presentations and vox-pops over the two-day event. We have been able to engage directly with key influencers by providing a video record of their presentations to share with their tribe, while extending the reach of the conference with a highlights film which 'thanks' this years' attendees and advertises BBCON 2014.
DELIVERABLES: 1 x Highlights film, 5 x presentations, 5 x one-on-one interviews.
CLIENT: PAPUA NEW GUINEA NRL BID
PROJECT: What Can You Do?
COMMUNITY: The people of Papua New Guinea
CHANGE: The Bid was enormously popular when it first launched, but after three years public support was waning and there was a conversation that the money would be better spent on youth development.
STORY: This film sought to inspire and re-engage the people of PNG in the bid process. We used the metaphor of a game to suggest that the Bid was in it’s half-time and that we needed the entire team (nation) to get onboard and contribute everything they could to achieve success. The Bid team had in fact been investing many resources into youth development so we were able to truthfully weave in the story of young people succeeding alongside the professional players they aspired to become.
DELIVERABLES: 1 x Promo Film to be screen on PNG television, cinema and online
CLIENT: PRAGMATIC THINKING
PROJECT: Top End Mentoring
COMMUNITY: Top End Mentoring takes business leaders on a life-changing experience to explore the meaning, impact and legacy of the leadership and the culture they are creating in their organisation.
CHANGE: This film was intended to influence potential participants to invest the time and money in the course.
STORY: We followed the inaugural group as they traveled to Arnhem Land and went through the various challenges and experiences designed to open their hearts and minds.
DELIVERABLES: 1 x 2-min Promo Films: 1 x 11-min Doco FIlm
CLIENT: INSPIRED MINDS
PROJECT: In the Beginning
COMMUNITY: Inspired Minds was a start-up, subscription-based online community that worked like an online bookclub, with all members receiving inspiring monthly content to experience and explore through forums and face-to-face events.
CHANGE: These films were meant to shift people from being potential members to actually committing and joining the community.
STORY: We created a ‘viral’ video to articulate the big-picture of Inspired Minds’ themes and potential, as well as a ‘nectar’ documentary that connected the audience to the creators of the business and Foundation Members they would be connecting to. We also produced monthly interviews that offered a fresh perspective on the core text.
DELIVERABLES: 1 x Animated Promo: 1 x Doco Promo: 10 x audio interviews
CLIENT: CATHOLIC COMMUNITY SERVICES
PROJECT: The Last Hundred Yards
COMMUNITY: Catholic Community Services care for some of society’s most marginalised people, including many in aged care.
CHANGE: We were commissioned to capture the memories and experiences of some of the CCS’s residents in order to give them a voice and create a human face for the local community to relate to their Elders.
STORY: We interviewed 4 Elders about their memories of the local area and how it had changed since their youth. We sought to create a tangible connection between them and those experiences to help bring the memories to life.
DELIVERABLES: The film was screened to sell-out audiences at Redfern Town Hall and on the green in the local housing commission tower blocks. 1x 23-min documentary: 1 x 12-min documentary: 1 x 2-min promo
PROJECT: FIND 9/12
STORY: We follow an unlikely American hero as he strives for freedom from the tragedy that defines him.
CLIENT: FUTURE THREADS
PROJECT: Shiftkickers Conference
COMMUNITY: Future Threads is a collective of thought leaders who host an annual conference.
CHANGE: They wanted to shift the conference from a ‘nice idea’ to a ‘must be there’ experience for their existing networks of clients and contacts.
STORY: We needed to include all 8 thought leaders in the promo so we decided to craft a scripted promo with the hook of “kicking shift”. To save costs we needed to be able to shoot all 8 in one shoot day which meant one location and minimal overlay footage. We created additional value for the collective by capturing additional 15-minute interviews that went into more detail about their presentation content. They were then able to use this content to further promote their personal brands.
DELIVERABLES: 2 x 2-min Promo Films: 8 x 15-min interviews
CLIENT: STEPHEN SILLER TUNNEL 2 TOWERS FOUNDATION
PROJECT: Mobile Museum Concert Video Projections
CHANGE: The aim of this concert was to give the audience a deep experience of remembrance, catharsis and healing from the events of 9/11.
STORY: The Foundation created a mobile museum dedicated to 9/11 that travels all around America. It is contained within an 18-wheller truck and trailer, and when arriving in a new location the trailer unfolds allowing people to walk through the Museum. In the evenings it morphs again to become a stage for the concert with the capability for powerful video projections. We had been working with the star of the concert, Daniel Rodriguez, on a documentary about 9/11 and partnered with him to create a powerful story structure for the entire concert. This included song selection and track listing. We also scripted the talking points to introduce and connect songs. We edited footage and photos from the documentary to the music tracks that Daniel sings along to, and created a looping animated logo for the Foundation. The final element was short documentary exerts that were crafted around core themes such as guilt, forgiveness, and community. These clips were staggered throughout the concert, taking the audience on a profound journey.
DELIVERABLES: We created: 1 x concert narrative; 4 x documentary exerts; 10 x song imagery; 1 x animated logo.
We were commissioned to make this 30-second TVC to show off the range of Chang's sauces, noodles and stir-fry vegetables in 2012.