 |
Embed Video
Australians with disability make up almost 20% of the population. Yet, in advertising they are only represented 1% of the time. To make people pay attention to the significant under-representation in our adverts and show what true representation looks like, we worked with ten of Australia's most well known brands to swap out key scenes in their adverts to include a person with disability. A simple, yet powerful way to highlight that people with disability can easily play the same roles as anyone else.
The altered spots were designed to make Australia take notice of the lack of disability representation in our advertising and a way for us to launch an initiative designed to combat it. Shift 20 Initiative is a coalition of leading brands, McDonald's, Uber, ANZ, AAMI, Bonds, Kia, Oral-B, Pantene, Weet-Bix, Tourism Australia, Virgin Australia, which is focused on increasing disability representation, inclusion and accessibility in Australian advertising and media.
The coalition of launch partners will lead the way in commitment to fair representation of people with disability within their ads and marketing communications, providing opportunities and opening doors for people with disability - ensuring long lasting impact. A dedicated website gives brands access to best practice resources to create more accessible and inclusive communications, as well as inviting other brands to get involved and be part of the change.
Credits
Other credits
CLIENT –
Client: Dylan Alcott Foundation
Founder: Dylan Alcott OAM
General Manager: Georgie Saggers
Board Chair: Martin Alcott
FOUNDATION PARTNERS –
AAMI
ANZ
Bonds
Kia
McDonald’s
nib
Oral-B
Pantene
Uber
Weet-Bix
TikTok
Tourism Australia
Virgin Australia
CREATIVE + PR AGENCY –
Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Partner/CSO: Dave Hartmann
Executive Creative Director: Ryan Fitzgerald
Creative Director/Creative: Adam Ferrie
Creative Director/Creative: Peter Cvetkovski
Copywriter: Shaun McFarlane
Art Director: Bella Plush
Managing Director, Melbourne: Sarah Raine
Managing Director, Special PR: Alex Bryant
Senior Business Director: Felicity Touzeau
Business Director: Priya Addams Williams
Business Director: Nick Darrigan
Creative Strategist: Kate Wilkinson
Head of Film & Content Production (Syd): Sevda Cemo
Head of Film & Content Production (Melb): Sophie Simmons
Lead Producer: Charlotte Wren
Head of Stills Production: Nick Lilley
Director, Digital: James Simmons
Digital Producer: Gigi Song
Head Of Design: Adam Shear
Designer: Sarah Ristevski
Designer: Maggie Webster
Finished Art: John Rivera
Comms Strategy Director: Georgia Thomas
FILM PRODUCTION –
Production Company: Revolver
Directing Collective: The Glue Society
Director: Alice Cogin
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Max Horn
Cinematographer: Dale Bremner
BTS CAST –
Rae Pastuszak – nib
Nathan Borg – Bonds
Sara Shams – ANZ
Mia Adams – McDonald’s
Basketball NSW – Kia
Eva Kalpidis – Weet-Bix
Adam Bowes – Uber
Lara Nakhle – AAMI
BTS FILM PRODUCTION –
Production Company: Revolver
Directing Collective: The Glue Society
Directors: Alice Cogin, Pete Baker & Jonathan Kneebone
DOP: Will Robertson & Matt Maule
Post Production: The Glue Society Studios
Editor: Luke Crethar
Colourist: Scott Stirling
DISABILITY x PRODUCTION CONSULTANTS + CREW ATTACHMENTS –
Consultancy: Bus Stop Films
CEO: Tracey Corbin-Matchett OAM
COO: Dianna La Grassa
General Manager Bus Stop Employment: Sarah-Jane Johnson
CREW ATTACHMENTS –
Director’s Assistant: Nathan Tsui
Lighting: Jack Small
BTS Attachment: Juddy Dodd
Directors Attachment: Conor Brannerly
HMU Attachment: Emily Skerri-Rickert
AUSLAN CONSULTANTS & INTERPRETERS –
Deaf Consultant: Sue Jo Wright
Auslan Support Services: Sign Hear
Interpreter: Will Tapp
Interpreter: Samantha Rutherford
Interpreter: Joshua Ophel
STILLS PRODUCTION –
Photographer: Josh Robenstone
Producer: The ARTL-NE / Amy Henderson
Digital Assistant: Alexander Cooke
Retouching: Visual Thing
TVC POST PRODUCTION –
Post House: HECKLER
Editor: Andrew Holmes
Post Producer: Coralie Tapper
Colourist: Matt Fezz
Flame Operator: Julian Ford
Compositor: Drew Downes and Nitin Amin
TVC & BTS SOUND –
Sound House: RUMBLE STUDIOS
Executive Producer: Michael Gie
Producer: Siena Mascheretti
Sound Engineers: Tone Aston & Cam Milne
BTS MUSIC –
Composer: Guy Brown
BRAND BTS –
Post House: MANIMAL
CASTING –
Casting Director: Natalie Jane Harvie, Citizen Jane Casting (Bonds, ANZ, Uber)
MEDIA AGENCIES –
PHD Australia
Managing Director: Simon Lawson
Business Director: Joey Graham
Account Executive: Ben Williams
SEO: James Hanley
Programmatic: Jethro Pacquing & Riana Adams
Omnicom Media Group –
Chief Executive Officer: Peter Horgan
Research & Insights –
TRA
|
Gold sponsors
The Best Ad Jobs
Retrieving latest jobs
Visit Campaign Brief for Australian creative
advertising news
|
 |
