Bridge to Brisbane
Concept + art direction + design
Newscorp Australia / Client
JuniorCru / Agency
Jonathan Drapes / Creative director
Josie Burns / Copywriter
Gerard Lambkin / Director
Cartel Films / Production
Alt VFX / Post Production
The Sunday Mail wanted to beat their 2012 fundraising record of $785,000 and secure 40,000 registrations for the Bridge to Brisbane, as participation had begun to drop from an increase in competitor events.
In 2013 the race introduced the award-winning concept Hero Time — 1 second off your race time for every $1 you raise — effectively making the event competitive for the majority of participants. However, in 2013 The Sunday Mail didn’t want to talk about Hero Time, but instead about the option to fundraise for a charity of your choosing.
The Sunday Mail provided us with mountains of participation data and one field that caught our attention — why are you competing in this event? Everything from “tick off my bucket list” to “my weight loss goal” to “raise money for cancer patients” were submitted. A Reason to Run was a very powerful insight unique to each runner.
We produced four TV commercials, focusing on the more popular reasons people chose to run according to the research; friendly competition, cosplay, weight loss and charity.
Being a newspaper, print adverting was a major component of the media plan. Josie and I matched race photography with bespoke headlines to create dozens of unique executions that ran all phases of the lengthy campaign. I also worked closely with our digital team to develop the new Bridge to Brisbane website.
The campaign was an overwhelming success, breaking all targets. Registrations reached 41,466 (target 40,000) and fundraising reached $968,157 (previously $785,000).