Centenary Institute has launched a new brand campaign ‘Beaches to Benches’ to highlight life savers don’t just work on the beach, but also at benches conducting scientific research to finding cures for cancer. Created by 1 Kent Street and directed by Simon Collins, the 30...
Centenary Institute has launched a new brand campaign ‘Beaches to Benches’ to highlight life savers don’t just work on the beach, but also at benches conducting scientific research to finding cures for cancer.
Created by 1 Kent Street and directed by Simon Collins, the 30 second campaign features Bondi Rescue’s Jesse Pollock and Centenary Institute’s scientists with the aim of reminding Australians that scientists are life savers too.
Collins said in a statement: “The creative challenge was twofold. Firstly, to find a way to broaden public perception of what ‘life saving’ means, and secondly, to position Centenary Institute as an organisation we should all be proud of and whose collective talents and dedication we all stand to benefit from.”
Collins departed 1 Kent Street as its ECD in October last year but has continued to work with the agency.
In December, Collins launched his new agency, Collins Gartrell with equality campaign mastermind Tim Gartrell.
“We needed an idea to which successive creative executions can lend new currency and new traction year after year. I’m excited at the prospect of delivering on that promise,” Collins added.
Serena Stewart, Centenary Institute fundraising and marketing manager, said in a statement: “Young people don’t like to think about illness – let alone death – however many do enjoy spending their free time at the beach. It was a dream working with the creative team at 1 Kent Street and formulating ‘Beaches to Benches’.
“Our aim is to raise awareness around the incredible work of scientists at the Centenary Institute and let Australians know they have the power to help save lives through their support and donations.”
- Centenary Institute
- Fundraising and Marketing Manager – Serena Stewart
- Media and Communications Manager – Jessica BowditchMarketing Manager- Karen McBrien
- 1 Kent Street
- Director – Simon Collins
- Director of Photography (DOP) – Nino Tamburri
- Stills photographer – Petros Ktenas
- Hidden Characters
- Managing Director – Annalise Brown
- Communications Manager – Naomi Rheinberger
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