AUCKLAND, Today: Hato Hone St John has kicked off its 2024 fundraising campaign Light the Way with indie agency Chemistry.
The campaign revolves around the concept of a Station of Light, encouraging Kiwis to support Hato Hone St John in June. They aim to raise $4 million to build 10 new ambulance stations and refurbish existing ones.
Ambulance stations are essential for Hato Hone St John’s officers, providing a place to rest, restock, and recharge so they can serve their communities effectively.
Chemistry handled the strategy, creative, and production for this multi-faceted campaign. It features a 30-second TVC and includes peer-to-peer fundraising activities across digital and social platforms.
To bring the Station of Light concept to life, Chemistry collaborated with Clockwork Films and Director Patrick Fileti. They created a lifesize sculpture of an ambulance station using light tubes, a first-of-its-kind project.
“Hato Hone St John expressed a real desire to see a creative idea that would inspire Kiwis to dig deep and give towards the ambulance station projects this year.”
Haylee Killip, Chemistry’s Business Partner, says, “I’m thrilled to be working with such an iconic and life-saving New Zealand brand. Our strategy combines big idea thinking with best-in-class fundraising to deliver top results for Hato Hone St John.”
Susan Young, Chemistry Executive Creative Director, added, “Hato Hone St John expressed a real desire to see a creative idea that would inspire Kiwis to dig deep and give towards the ambulance station projects this year. A huge thank you to the amazing group of humans who donated their time and talents to make this happen.”
Clockwork Executive Producer Tim Costar said, “Clockwork with Director Patrick Fileti are so proud to have been involved in this wonderful project, utilising ground-breaking in-camera techniques and over 160 synchronised light tubes in situ.
We hope the creativity and striking visuals drive donations to Hato Hone St John for such an important national service for all Kiwis,” Tim adds.
Despite receiving government funding, Hato Hone St John needs additional public support to keep their ambulance stations fit for purpose. To donate to this year’s Light The Way Annual appeal, visit lighttheway.org.nz.
AGENCY CREDITS
Executive Creative Director: Susan Young
Creative Director: Sarah Chernishov
Creative Director: Matt Watts
Business Partner: Haylee Killip
Senior Business Manager: Tayla Brewer
Agency Producer: Kimberley Warren
Planner: Felix Pryor
Designer: Nicolaas Adams
PRODUCTION COMPANY CREDITS
Director: Patrick Fileti
Executive Producer: Tim Costar
Neville Stevenson
Craig Muirhead
Nick Baker
Luke Wheeler
Michael Williams
Crighton Bone
Jonny Yarrell
Craig Tikao
Jono Waldegrave
Pete Richie
Chris Parkinson
SUPPLIER CREDITS
Clockwork Films
Fat Lighting
Collective Studios
Metrofilm
Transformer Lighting
Pro Services
Craft Services
Film FX
Carwyns Catering
Screen Auckland
Mangere Bridge Boating club
The Radio Company
The Rebel Fleet
Riot Design
Stunt Pixel
Toybox
Franklin Rd
Share this Post
