Working with Australia’s youngest/cutest creative team
What are children thankful for when they beat cancer? That’s the question we asked ourselves on route to creating Playtime, an omni-channel concept that connected adults to their inner-child (and their inner wallets), exploring life-after cancer from the perspective of children.
To crack this brief we ‘enlisted’ Australia’s youngest/cutest advertising team William, Madison and Emily (WME), cancer survivors that also happen to be our talent. After working closely with them for a day, we discovered that beating cancer simply meant more time to play.
This lead to the concept you see today. The campaign launched with 40,000 DM packs, garnered a swell of online interest and is one of Cancer Council NSW’s most popular campaigns.