| Title | Superhero |
| Agency | Clemenger BBDO Melbourne |
| Campaign | Superhero |
| Advertiser | Australia Childhood Foundation |
| Brand | Australia Childhood Foundation |
| Posted | March 2007 |
| Business Sector | Anti-Domestic Violence, Sexual Abuse |
| Story | A donation appeal for child abuse is an incredibly difficult subject for an agency and a client. How do you best tell the story? Do you tell the absolute truth and shock people? Its a powerful direction, but people seem to be almost immune to this now. Do you make them laugh, use humour or fantasy, and really like your charity, then in turn, make them want to donate? But then again, this isnt a subject we felt comfortable treating lightly. Its way too delicate. So, we found ourselves somewhere in the middle. Reality and fantasy. What we set out to show was a terrifying situation. A situation that an abused child may regularly find themselves in, but we wanted to give it a very different twist. We gave the child the power to stop the abuse. A five year old with the super power to stop an adult entering his room at night. Its an impossible scenario. But from that impossibility comes the power. What if this could happen? What if you could help a child to have power like this? We explain to the viewer that they can help, by donating. Its an awesome message. Add to that an incredible track, which we were honoured to have approved by Universal Music, The Cash Family Estate, producer Rick Rubin, and Trent Reznor from Nine Inch Nails and we think this spot is thought provoking, powerful, and something were very proud of. If we can help raise awareness and money, to protect and council these children, we have succeeded. We hope you think so too. |
| Media Type | Television & Cinema |
| Length | |
| Agency Producer | Sevda Cemo |
| Creative Director | Emma Hill |
| Copywriter | Emma Hill |
| Art Director | Cameron Hoelter |
| Director of Photography (DOP) | Bob Humphries |
| Account Director | Jonathan Isaacs |
| Client | Ruth Lancaster |
| Director | Mark Molloy |
| Production Company Producer | Wilf Sweetland |
| Editor | Rohan Zerna |
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