Industry Craft > Art Direction
CANOE THE KANGAROO VALLEY
DDB , Sydney / WESTPAC / 2021
Awards:
Overview
Credits
Overview
Cultural / Context information for the jury
During the 2019-2020 Australian summer season, known as Black Summer, 24 million hectares of land was burnt, 3000 homes destroyed and three billion animals were killed or displaced. Thirty-three people died, including six Australian firefighters and three American aerial firefighters killed when their aircraft collided with terrain. Small Australian communities devastated by bushfires, struggled to rebuild with COVID stopping tourist dollars. With restrictions easing, Aussies could help by visiting and spending money. As one of Australia’s largest small business banks, and with a brand position of ‘help’, Westpac bank wanted to demonstrate that their commitment went beyond just ‘thoughts and prayers’.
Tell the jury about the art direction.
The art direction was distinctly intended to subvert the typical ‘picture perfect’ postcard that has become famous over the years, these usually feature places in their best light, and are designed to convince you to travel there, or to make the receiver envious of the sender. The scenes on the front of the post-fire cards however depicted iconic images from that summer such as the fires taking over the Kangaroo valley forcing the wildlife to flee, and the Snowy mountains Ski resort burning to the ground. Each card. Featuring a debit card loaded with $150 and coded with a geo-fencing technology, when the debit card was removed it revealed a scene of regeneration which the holder would contribute to should they visit and spend money.
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