| Título | Sleeps Here |
| Agencia |
Havas Partnership
|
| Campaña |
Sleeps Here - The Smith Family
|
| Anunciante |
The Smith Family
|
| Marca |
The Smith Family
|
| Posted | Junio 2003 |
| Producto |
Early Intervention & Prevention programs
|
| Sector Empresarial | Acciones Caritativas, fundaciones, voluntariado
|
| Lema | We help kids like Annie stay in school, so they don't end up sleeping here. |
| Sinopsis | The ad depicts a disadvantaged girl who has the potential to end up on welfare or worse, homeless. The Smith Family are calling up on the community to donate to their programs, to prevent this from happening. |
| Filosofía | To 'borrow' from the conventions of 'cure/fix it' advertising and deliver the prevention is better than cure message. So, prevent the disadvantaged from ending up on welfare and on the streets, by donating to The Smith Family's programs today. Utilising media that helped deliver this message in a 'real life' situation. ie: sleeping under the 'newspaper', sleeping under a roadway passover bridge, sleeping in a bus shelter. |
| Problema | The community donates during this time of year (winter) predominately to 'welfare/cure' based organisations. (ie: homeless, poverty, meals.. etc). The Smith Family programs work to prevent these situations through early intervention and education. The problem was to make 'prevention' a more compelling reason to donate than helping 'fix' the problem once it's ocurred. |
| Medio |
Exterior
|
| Mercado | Australia |
| Director ejecutivo de creación |
Dale Rhodes
|
| Director creativo |
Mike Rolfe
|
| Director artístico |
Mike Rolfe
|
| Responsable de conceptos / redactor |
Jason Ross
|
| Director de cuentas |
Tui Horo
|
| Ejecutivo de cuentas |
Julijana Trajcevski
|
| Productor de la agencia |
Robyn Willis
|
| Fotógrafo |
Anson Smart
|
| Director de publicidad |
Linda Landini
|
