Chef Matt Moran unveiled what looked like another celebrity product launch, but instead was a campaign with a much deeper message.
With more than 5000 children left in cars every year, KidSafe and AAMI set out to prove just how hot the sun makes a parked car, by getting Moran to literally cook a meal in one.
The campaign, by DDB Melbourne and Will O'Rouke, saw Moran invite press to the product launch of the 'Unconventional Oven' at Sydney's Bondi Beach, where he prepared a lamb loin. When it came to plating up the meal he prepared, onlookers saw Moran walk over to an SUV and pull out the fully cooked piece of meat.
“The real reason I’ve got you here today has got nothing to do with me launching my new oven. It’s to do with over 5,000 kids being left in cars every year. And as a father I’m absolutely gobsmacked” said Moran. “Australia needs to know that it is not safe to leave a kid in a car – it is like an oven.”
DDB Melbourne executive creative director Simon Bagnasco said: “This has been a project 12 months in the making - one that has drawn on the varied disciplines in our building. As we come into the hotter months, we sincerely hope it raises awareness of this important issue.”
Within 24 hours the campaign has already been featured on The Project, Channel 9 News and Today as well as blogs and news sites across Australia and New Zealand.
Credits
Client: Kidsafe Australia
Melanie Courtney
Jason Chambers
Supporting partner: AAMI
Josh Wittner
Angela Wilkinson
Donny Whitton
Chief Creative Office DDB Melbourne: Darren Spiller
Group Managing Director: David Brown
Executive Creative Director: Simon Bagnasco
Creative Director: Jim Ritchie
Creative: Toby Kennedy
Creative: Jordy Molloy
Creative: Jim Ritchie
Head of Broadcast: Simon Thomas
Senior Broadcast Producer: Tuesday Picken
Agency Editor: Marissa Brian
Motion Designer: Joshua Cameron
Senior Business Director: Julia Sheehan
Senior Business Manager: Kristen Mahler
Account Director: Diana Sinclair
Managing Director: Elly Hewitt (Mango)
Account Director: Susie Thomson
Head Of Experiential: Ben Barratt-Boyes
Executive Producer: Gemma Lahney
Account Manager: Zoe Watson
Head of Social: Penelope Lipsham
Account Executive: Erin Taylor
Head of Digital: Matt Oxley
Executive Producer: Kristy Russell
Producer: Victoria Houen
Head of Digital Art: Jonathon Yuen
Designer: Milena Marin
Developer: Michael Raffaele
Production House: Revolver / Will O’Rourke
Director: Stephen Carroll
MD & Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Tobias Webster
Line Producer: John Sandow
DOP: Grantley Smith, Will Robertson and Joshua Heath
Post House: The Butchery / The Refinery Sydney
Post Producer: Amelia Babos
Editor: Dan Lee - The Butchery
Online: Drew Downes - The Refinery Sydney
Grade: Drew Downes - The Refinery Sydney
Sound: Colin Simkins - Gusto Music
Infrared Technician GTEK: Grant Law
