Dry July says cut the booze out for a great cause in latest campaign via Clemenger BBDO, Sydney
Clemenger BBDO, Sydney has today launched its campaign for the Dry July Foundation.
The Foundation, now in its 10th year, challenges Aussies to drop booze for the month of July to help raise much needed funds for people affected by cancer.
Although the Foundation has raised more than $26.5 million over the past decade, the cause behind Dry July hasn’t always been clear to the average Joe. The challenge this year was to make people understand that raising funds for cancer patients is what drives the Foundation.
Every month, an average of 11,181 Australians are diagnosed with cancer. No one asks for cancer. But Dry July is asking for help. This year, the creative campaign takes a tonal shift, as actual cancer patients were recruited to ask Aussies to sign up for Dry July.
Says Brett Macdonald, co-founder and CEO, Dry July: “We are grateful for the support and donations of those Australians who have taken part in Dry July over the past decade. We couldn’t have imagined that raising over $26.5 million was possible when we started all those years ago.
“This year we wanted the creative to remind people that taking part in Dry July is more than just giving up alcohol – it’s a chance to make a real difference to the lives of people affected by cancer all around Australia. You are not taking part in Dry July unless you are raising money or supporting someone who is.”
The campaign kicks off this week with a website, TV, radio, social and digital OOH.
Visit www.dryjuly.com for more information.
Client: Dry July Foundation
Co-Founder & Chief Executive Officer: Brett Macdonald
Marketing Manager: Katie Evans
Agency: Clemenger BBDO Sydney
Executive Creative Director: Ben Coulson
Managing Director: Emily Perrett
Creative Directors: Brendan Willenberg, Ben Clare
Creatives: Sophie Horne, Salah Ben-Brahim
Planner: Toby Clark
Senior Account Director: Holly Whiteley
Account Coordinator: William Mulholland
Senior Producer: Claire Bisset
Senior Sound Engineer: Anthony Tiernan
Editors: Alex Guterres, Jess Morgan
Production Company: Rabbit Content
Director: Craig Rasmus
Executive Producers: Alex Hay and Lucas Jenner
Producer: Rita Gagliardi
DOP: Michael Latham
Casting: Peter Einberg Casting
Colourist: Fergus Rotherham- BE Colour
Stills Photographer: Scott Davidson
Special thanks to Westmead Hospital, The Crown Princess Mary Cancer Centre.
5 Comments
Nice Soph!
Nice idea and execution. Good job to all involved
Wow, talk about twisting in a surprise ending to tick off all the points in the brief!
Great ad but who are the actors? They did a fantastic job.
So Clemenger in Melbourne handles all the CUB brands and encourages adults to drink more alcohol, while Clemenger in Sydney says take a month off the booze. I guess that’s one way to accurately gauge how much CUB lost in a month.
Nice ad, Sydney