First Call Fund: Fulling Imaginations

Arts Centre Melbourne believes every Australian child should have access to the performing arts. So each year, they give disadvantaged children the opportunity to see live performances, helping these kids develop their imaginations and an appreciation for the arts.

To raise funds for this program, Ogilvy Melbourne created a mailer showing how a child’s imagination is fuelled by the performing arts.

On first opening, the mailer shows everyday objects – a rock, a stick, a bin lid, a dog. As the piece unfolds, we then see what a child would make of these objects – a diamond, a wand, a suit of armour, a horse. Finally, we discover how a child who’s experienced the performing arts would see these everyday items – the jewel in a crown that makes you boss, a wizard’s sceptre that controls the weather, a shield that turns you invisible, a flying unicorn that’s ready for anything. That’s the power of an imagination fuelled by the performing arts.