Cannes Contenders: Showpony
How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Showpony
Despite a sharp rise in violence against South Australian Ambulance Officers (colloquially known as ‘Ambos’), research revealed that the general public didn’t consider it to be a real issue. People simply could not believe that anyone would assault an ambulance officer who was actively trying to save a life. To increase awareness and reduce the incidents of violent attacks on Paramedics by 2%. Showpony’s challenge was to raise public awareness by making the unbelievable, believable. To achieve this Showpony didn’t make an ad, the agency created an ‘incident’, one that would demonstrate the harsh realities of what Ambos contend with. This incident was then captured as a user-generated content piece. On an iPhone4, in a single take. No edits, no treatments.