Bridge to Brisbane

Role

Concept
Art direction
Design

Year

2013

Credits

Client → Newscorp Australia
Agency → JuniorCru
Creative director → Jonathan Drapes
Copywriter → Josie Burns
Director → Gerard Lambkin
Production → Cartel Films
Post Production → Alt VFX

Brief

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.

Challenges

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.

Solution

We looked at entry information from previous years, and noticed that there’s a huge range of different reasons people do the run, from ‘ticking it off my bucket list’, to ‘losing weight’, to ‘raising money for my nephew.’ We found these super inspiring. So we decided to use these motivations to inspire others, with the ‘What’s your reason to run?’ campaign.

Approach

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 of real participants 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. 

Results

The campaign was an overwhelming success, breaking all targets. Registrations reached 41,466 (target 40,000) and fundraising reached $968,157 (previously $785,000).

bb_content_14

View another project

MDA NationalAnimated video

The Best of TimesTypographic poster

Simple DeskFurniture design

Lurpak® Herb BlendsProduct design

FritzenbergerBrand development

Optus Sport EPLSocial design

Lurpak® Freestyle TipsSocial content

Sun Mum Weather ServiceIntegrated campaign

QueensPlazaPhotography

Bridge to BrisbaneIntegrated campaign

Cannes Young LionsCompetition

Junior Paper CraftWebsite design

Contact

Want to chat? corey@hellocorey.com

Want to chat? corey@hellocorey.com

Want to chat? corey@hellocorey.com

Connect with me → LinkedInBehanceEtsy → InstagramDribbbleUnsplashAre.na