Concept, art direction, design, copywriting, social
2014 Brisbane Advertising & Design
2 Gold, 5 Silver, 5 Bronze
Creative director, Jonathan Drapes
Copywriter, Oliver Beeston
Director, Charlie Fergusson
Production, Fabric Films
Post Production, The Post Lounge
Sun safety is taught in Australia from a very young age, but as kids become teenagers, their priority shifts from sun safety to a million other things.
Getting teenagers to listen is a challenge and it’s easy to sound super lame. And when it’s the government telling you not to get a ‘tan’ — forget about it.
We created The Sun Mum Weather Service: 95 kilos of love and affection delivering a daily weather forecast to teenager’s Facebook news feeds.
The look and feel, tone of voice and casting were super important. If it feels even a little hokey, teenagers simply won’t engage. I wanted the campaign to have a lo-fi, scrapbooking, so-bad-it’s-good feel — something you’d expect to see from a doting and dorky mother with a beard. I drew inspiration from sites like Reddit and Imgur, as well as 1990’s homemaker magazines. Jonathan Drapes, Oliver Beeston and I co-wrote dozens of scripts for the TVC, online content and daily social posts, tweaking them on the shoot to better fit the talent.
The target of 10,000 subscribers was achieved in less than 4 weeks and during the campaign’s initial run, weekly reach was over 330,000 and online videos views were over 450,000.
Where is it now?
In late 2017 the Sun Mum campaign was finally retired, with over 51.5K Facebook fans and 1.8M YouTube views.
MDA National: Student Renewal AnimationArt direction, animation, copywriting
The Producers: The Right StuffArt direction, design
Typoster: The Best of TimesTypography, Design
Fritzenberger Brand ExplorationBrand development
A Simple DeskFurniture design
Optus Sport Social: EPLArt direction, design, social
Lurpak Herb and Spice BlendsProduct design, art direction
Lurpak Freestyle TipsConcept, art direction, design, social
Sun Mum Weather ServiceConcept, art direction, design, copywriting, social
Bridge to BrisbaneConcept, art direction, design
Pizza Capers Inferno RangeConcept, art direction, design
QueensPlaza PhotographyConcept, art direction, design
QueensPlaza Food Court RelaunchConcept, art direction, design
Cannes Young Lions FinalistsConcept, creative direction, art direction, design
Junior Paper Craft WebsiteConcept, art direction, design, craft
Stop Flooding My Record Collection: Charity ExhibitionProduct design, craft
© Corey Silva 2018