QLD Treasury’s new campaign via Khemistry counts on icon to boost Census numbers

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Screen Shot 2016-07-28 at 9.14.16 am.jpgSesame Street fans are set for a treat with the launch of a new campaign for Queensland Treasury via Khemistry featuring much loved character Count von Count.

The campaign was commissioned by the Queensland Government to maximise participation in next month’s Census.

Khemistry managing partner Andy Fyffe said the campaign represented a bold departure from past Census communications.

Says Fyffe: “The Queensland Government deserves a lot of credit for backing such a fresh approach. The Census can be a dry topic. But the fact is, the data and funding that flows from an accurate count is vital to Queensland’s future.

“As we explored ways to breathe life into the campaign messaging, we thought: who’s more qualified than Count Von Count to engage, entertain and educate Queenslanders across generations, regions, and cultures about Australia’s biggest count. His appeal in this space is, well, incalculable.”

For Khemistry, the campaign presented a rare opportunity to partner with a venerable cultural institution.

Says Fyffe: “The team from Sesame Street were delighted to support a campaign with such important objectives, and to highlight Count von Count’s love of numbers and counting. It was the perfect fit for such an iconic character.”

“We filmed the creative out of our studios in Newstead, where our team did all the filming and post production on site, and then voiced the creative using a live link from our sound studio to New York with the Count performer.”

The campaign creative features the Count in iconic Queensland locations and interacting with local children and families.

Says Fyffe: “To ensure people all over Queensland received relevant messaging, we developed localised creative for various regions. We also worked with an Indigenous cultural advisor who helped tailor advertisements for Aboriginal and Torres Strait Islander audiences.

“The campaign gave Khemistry a wonderful canvass for showing off the breadth of its creative, film production and digital capabilities as we delivered a state-wide, multiplatform campaign that will touch millions of Queenslanders.

“And as a bonus, we got to include ‘Spoken by Count von Count’ in the radio and TVC end frame credits.”

Client: Queensland Treasury

Agency: Khemistry

Director: Ashton Ward & Phil Hagstrom

Art Director: Lindsay Thompson & Scott Barrenger

Copywriter: Tim Kelly & Darren Masters

Producer: Bec Dakin

Editor: Nic Fornasier

Sound: Dave Gaylard

Client Service: Mark Anthony