AUCKLAND, Thursday: Freemans Bay creative agency Chemistry has fashioned its first campaign for St John, since it was recently appointed to the role.
The campain’s focus is this month’s St John’s Heart of Gold Appeal. It is the charity’s most significant fundraising campaign of the year with a goal of raising $2m for ambulances and lifesaving equipment.
Chemistry co-founder/joint CD Susan Young says the team learnt a lot about St John as they built an understanding of their new client.
“Omicron has undoubtedly created a lot of pressure for St John putting its first responders and ambulance services under the spotlight,” she said. “But every day, the team puts that pressure aside and steps forward to help reassure New Zealanders in their time of need.
“We wanted to reinforce this care and reassurance that St John brings, so we used a point-of-view technique to bring our audience into the environment of an emergency event.”
“Chemistry really inspired us with their When Life Changes in an Instant creative platform for our appeal this year.”
Chemistry senior art director Greg Wylie said: “This way we could showcase the amazing qualities the St John team brings when life changes in an instant during a medical emergency.”
St John head of fundraising Leanne Tiscornia said: “As a charitable organisation, we are very grateful for the funding we receive from Government, but with increasing demand for our services owing to the pandemic, it is as vital as ever that we get support from the public.”
“Chemistry really inspired us with their When Life Changes in an Instant creative platform for our appeal this year. It translated a clear insight from research into a compelling piece of storytelling to inspire New Zealanders to get behind St John and support our Annual Appeal month.”
The St John Annual Appeal was launched via an integrated campaign early this month, led by a 30-second TVC. Additional activity has been taking place throughout the month.
Chemistry client lead Theo Larmer-Cottle said: “Our friends at MBM and the wider team are very excited to see this appeal come together, and it’s great to know that we are supporting a vital cause needed by New Zealanders everywhere.”
CREDITS
Client: St John NZ
Agency: Chemistry
Creative Director and copywriter: Susan Young
Art Director: Greg Wylie
Agency Producer: Beatrice Bearne, MetroEXP
Production company: Supernormal
Director: James Anderson
Executive Producer: Matt McKenzie
Producer: Michelle Delaney
DOP: Mason Bennett
Photographer: Simeon Patience
Offline editor: Archie Porter
Online edit: Commotion
Sound: Liquid Studios
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