Inner East Melbourne Medicare Local gets ‘pretty official’ in new health care campaign via Yoke
Melbourne-based creative agency Yoke is behind a new campaign from not-for-profit organisation Inner East Melbourne Medicare Local (IEMML).
Designed to help and assist GPs and other heath care professionals in its catchment area, IEMML was looking for a campaign that covered a series of health messages under one banner.
The result is a selection of pretty official public service announcements directly from the offices of some lesser known and slightly dubious looking ‘government departments’.
Outdoor ad shells, digital bill board and cinema ads in IEMML’s local service areas kept the campaign targeted, while a selection of web films fed into an online and Facebook campaign.
View the campaign site here: prettyofficial.com.au.
Client – Inner East Melbourne Medicare Local
Creative Agency – Yoke
Creative Director – Richie Meldrum
Brand and Strategy Specialist – Jill Hale
Design Director – Matt Caminitti
Design Manager – Renee Blakeley
Designer – Patrice Lim
Digital Director – Joseph Sette
Developer – Matt Storey
Social Media Manager – Dan Azzopardi
Director/Producer – 
Tooth & Claw
DOP – David Rusanow
Production Designer – Helen Fitzgerald
Costume/makeup – Kelsey Henderson 
7 Comments
I like these
Look, I appreciate the intent. But it seems like some ad guys having a bit of an indulgent cackle slash wank, especially in the videos. It’s like low-budge wannabe Kuntz. That shit is tired. The target audience won’t have a clue what any of this is about. And that’s a shame. Print’s ok, but that’s because it’s actually comprehensible. And the “pretty official” terminology is gold. But those ads. Christ on a bike.
I don’t get these? Needs more printer guru.
Worse art direction, I think I’ve ever seen.
Errr, pretty sure the tacky look is intentional.
ps.*worst.
If you’re going to can someone’s work, at least spell your insults properly.
The same self-indulgent wankers that brought you this http://vimeo.com/75547126 have brought you some more self-indulgent crap.
People will not understand this shit. Who are Medicare local? What do they do? These ads don’t come close to explaining or selling me their benefits. And they’re nowhere near cool or interesting enough to make me want to find out.
A huge waste of time and money.
^^^^^^ the tacky look is intentional? Is that some kind of joke? Look at the set design (if you can call it that) of the print ads. Someone took the effort to change the colours of the pieces of papers, binders, etc. Why in God’s name would you go to that sort of effort to produce such dross?
Truly awful.
These scream “done by a digital agency”