UrsaClemenger launches ‘Love Over Hate’ multi-media campaign for The Wayside Chapel

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Screen shot 2011-04-08 at 7.25.08 AM.jpgUrsaClemenger, 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