Good One Creative, a partnership of friends Freddie Young, Charlie Howcroft and Tom Sutherland, believe compassion is key to conveying the urgency of getting vaccinated against COVID-19.
The Melbourne-based, collaborative creative company partnered with independent agency Hardhat on @TheFactsination - an advertising industry initiative.
Their new campaign #VAXTHENATION brings home the devastating impact of lockdowns on the entertainment industry.
“It’s so important with the live music industry,” says the trio who speak in one voice as Good One.
“We sort of work like that anyway, we see ourselves as one big brain that works together.”
Team member Charlie Howcroft (the son of 3AW's Russel) is also a musician, performing in two bands, Barely Standing and FLOSS. He did the music composition and illustrations for @TheFactsination’s TV campaign.
Now based in Melbourne’s CBD, Good Ones’ first office was the caravan Howcroft used for touring with his old band, The Brungas.
While the @TheFactsination tackled vaccination hesitancy, #VAXTHENATION conveys “what’s waiting on the other side of the vaccine”.
Good One say shock ads won’t get people vaccinated, the messaging has to be “nuanced and targeted”, taking into account cultural differences and the varying reasons people delay getting vaccinated.
The campaign incorporates humour to remind Australians vaccination is the only way to bring back live events, using the “classic retail technique” of a starburst.
“It’s unique and funny but it’s also necessary because that’s what we have to do.”
The team edited the main, 60-second TVC to reach all audiences, with 30-second and 15-second cuts, as well as artist-specific versions from performers such as Australian singer Amy Shark.
“The support has come from the small idea that we had in the office - it’s quite unbelievable and we are so excited to have our names attached to it and see it roll out.”
To date, there are about 400 #VAXTHENATION supporters.
Good One welcome the varying ads from the industry this year as a collective way to “change behaviours around the hesitancy".
“There’s been a bit of a creative competition going on with who can do the best charitable work. We’re really really excited to just throw our hat in the ring.”
After celebrating their first anniversary in July, Good One say their success lies in being friends with clients.
“For too long the industry has hid behind the magic of creativity and that has kept them at a distance from their audience and their clients. So a big part of what we’re trying to do is invite our clients in behind the scenes.”
This collaboration has led to the best creative results.
“The best idea or ‘Good One’ exists somewhere in between our client’s knowledge of their business and our ignorance.”
The humble team extended their support to young creatives to contact them with ideas or just for a chat.
“We’re a young agency and we want to be for the young people because we think young people have awesome ideas.”
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