UrsaClemenger launches ‘Love Over Hate’ multi-media campaign for The Wayside Chapel
UrsaClemenger, Sydney has launched a new multi-media campaign for The Wayside Chapel.
The centrepiece is a 30 second TVC featuring challenging imagery of a small boy being tattooed with the words ‘hate’, ‘violence’, ‘cruelty’, ‘abuse’ and ‘neglect’ and represents the often dark and violent pasts of the marginalised adults who seek Wayside’s help.
Says Wayside’s CEO, The Reverend Graham Long: “We used a child in this ad because for every person who falls by the wayside, there is a story of vulnerability and struggle. The image of an abused child is difficult to watch but it is a deep insight into the social forces that produce alienation, mental illness and social dysfunction.”
Adds Richard Wylie from UrsaClemenger: “Our long association with The Wayside Chapel has shown us that everybody comes into the world an innocent child. It’s what happens next that defines the future. A dysfunctional home life, parents with substance addiction issues, being the victim of violence or sexual abuse… that’s what sets a path to the wayside”.
Taking several months and many favours to complete, this latest instalment in the ‘Love over Hate’ campaign builds on Wayside’s reputation as a non-judgemental haven where even society’s most desperate are met with unconditional love and support.
Adding to the power of the film is the worldwide Kings of Leon hit, “Use Somebody”; the rights for the song generously donated by the band for 12 months. The voiceover was performed by David Wenham: long-time patron of Wayside.
Apart from financial support, UrsaClemenger hopes the video will also generate greater acceptance of this sometimes-controversial institution that works at the very edge of society, rather than at a safe distance from it.
The campaign launches this Sunday 10th April on Free to Air and Pay TV. The video can also be seen on thewaysidechapel.com. A #loveoverhate Twitter drive from @WaysideKingsX will also support the campaign.
Client: The Wayside Chapel
Marketing Manager: Katrina Mathieson
Agency: UrsaClemenger, Sydney
Executive Creative Director: Denis Mamo
Art Director: Helen Shortis
Copywriter: Geoff Fischer
Agency Producer: Chris Ford
Director: Richard Gibson
Production Company: Luscious International
Producers: Andrew Morris, Lucas Jenner
Post production: Heckler / Frame Set and Match
Sound: Uncanny Valley / Plasma / Nylon
Music: Kings Of Leon / Uncanny Valley / Plasma
Strategy: Richard Wylie
Account Director: Kim Bolton
Digital: Suede
PR/Social Media: Mango
Media: Carat
12 Comments
That’s one tough-looking kid!
Nice one Mr Fischer. Loverly bit o fillum. M.
This is so lame. It demonises tattooists and tattoos. Makes Wayside look totally out of touch.
Nice half of a story.
9:51 you’re the one who’s out of touch – kings of leon and david wenham got on board for no fees and by looking at the credits it appears so did the best in film, post and sound production!
Go back to making KFC ads you dickhead!
What a missed opportunity!!!
should have been amazing guys … wasnt
3:32 have you got any amazing work to show us then?
I think I get it. So I shouldn’t take my kid to get tattoos.
11.07 – lol. how do you know they did it for free…oh, you’re part of the agency. Got it.
ps Did all these ‘relevant’ celebrities get on board because the idea was ‘so cool’ they couldn’t ‘pass on this amazing collab’ or did they get onboard because of the issue?
I suspect Wenham is thinking ‘this is appalling. still, ill do it for the children.’
That looks like the scoundrel who pinched my Stratocaster.
‘hate’, ‘violence’, ‘cruelty’, ‘abuse’ and ‘neglect’ and represents the often dark and violent pasts of the marginalised adults who seek Wayside’s help is the point. And I think it makes you think of all childern that suffer from the effect of mental health, drug abuse, that is not being seen to.