Competitive plan management.
National Disability Support Partners (NDSP) is disrupting the category with a competitive plan management space in a campaign via Showpony.
“We wanted something different. Something that would surprise and delight our audience, while giving them confidence that with NDSP, they can get the relief they need from NDIS stress,” said NDSP chief growth officer Isaac Smith.
“We can’t wait for the world to get to know Iti, and to keep bringing relief to the thousands of people who use the NDIS.”
There are close to 750,000 people who benefit from the NDIS, according to NDIS.
“From the beginning NDSP pushed us to create something unique. It was such an enjoyable process collaborating to make something out of category,” said Showpony creative director Rory Kennett-Lister.
“In the discovery process the team mentioned one of their previous, little-used campaign assets – a rhinoceros known as ‘Iti’.
“We knew we wanted to make more of that and explore that as an angle for the creative.
“We had the concept, but they were the Doctor Frankensteins who gave our creation life. As soon as we saw their portfolio, we knew we wanted to work with them.
“They managed to find that perfect balance for the character, both powerful and approachable. Fearsome but fun.”
Melbourne-based creature effects studio Sharp FX created the Iti suit.
The campaign was recognised with Inclusively Made certification.
“It was important for us, and for Showpony, to be consultative and collaborative every step of the way, from the initial research that informed the brief through to production,” said NDSP national marketing manager Nikky Juras.
“Using humour, it was integral to get the right tone. Showpony had previous experience working in this sector and that was really valuable.”
The campaign is currently airing in NSW and will go national in 2026 across connected TV, digital and social.
“It was important for us to build awareness and credibility while empowering healthier, happier lives,” said Showpony media managing director Melissa Roberts.
“Our two-stream approach combined broad reach with an agile targeted strategy designed to inspire confidence and drive action.”
Credits
NDSP Plan Managers
Chief Growth Officer: Isaac Smith
National Marketing & Communications Manager: Nikky Juras
Marketing Research Coordinator: James Davies
Marketing Consultant: Jonathan Pangu
Showpony
Executive Creative Director: Parris Mesidis
Group Managing Director: Jamie Scott
Creative Director: Rory Kennett-Lister
Associate Creative Director: Micha Paderin
Senior Creative: Andy Scott
Art Director: Micha Paderin
Motion Graphics: Felipe Carrasco
Account Director: Sophie Allchurch
Producer: Alexandra O’Neil
Managing Director, Media: Melissa Roberts
Digital Director: Hayley Clinch
Production
Director: Rory Kennett-Lister, Showpony
Producer: Alexandra O’Neil, Showpony
Casting: Angie Christobel, RMT Management; Showpony
Crew
DOP: Riley Scott
1st AC: Jake Cooper
Second Cam: Fraser Whitehead / Dion Vercher
Gaffer: Nic Datson / Nic Frayne
Sound Recordist: Oliver McLoughlin
Art Department: Gareth Wilkes
Art Department Assist: Ben Allen
Wardrobe Stylist: Chloe Spalding
HMUA: Natasha Stone / Tracy Phillpot
Photographer: Alex Robertson
Location Manager: Lewis Kennedy
Production Assistants: Laila Scparra, Elijah McGregor-Dey, Keti Tismogiannis
Post Production
Editor: Dion Vercher
Colorist: Riley Scott & Dion Vercher
Sound: Justin Astbury, Astbury Audio
