Lions Australia asked us to produce a TV commercial (CSA) campaign to promote the breadth of what Lions Clubs do. The CSAs were to increase awareness about the brand as well as aid recruitment.
Lions identified a range of key causes, that they wanted represented, that relate to their long-standing mission:
- Individual Support
- Social Activities / Interaction
Lions also noted the main two reasons people are drawn to their service organisation: Personal Crisis (eg family member died of cancer) and a need to contribute to change, enjoyment of fundraising / community service. (Christmas cakes / BBQs).
Deliverables included 15 sec, 30 sec, 45 sec. ad spots
This is the second CSA campaign Good Eye Deer has produced for Lions Australia. The first campaign, produced in 2013, used humour to engage audiences. Two More Hands saw a 60% increase in membership enquiries for Lions Australia, putting them No.1 in the world for membership enquiries.
For the new campaign we wanted to continue the use of humour to drive engagement. But this time we recommended changing the focus from what they do to what it means. We wanted to help audiences understand the emotional and human impact that Lions have on both individuals and our community at large.
Selling sausages is only a fraction of what Lions do. But it is, arguably, one of their most visible public activities. We proposed that they own that stereotype - that they own the sausage in a bid to help the public understand the value of what they do. The More than sausages campaign turns the humble sausage into a symbol representing both Lions Club members and the good they do.
The idealised, hill-top BBQ was designed to create positive and warm associations with the brand and elevate the ordinary to the extra ordinary. The shoot took place over a single day followed by a series of pickups. The majority of cast members were non actors from Newcastle, NSW, who contributed a lot of time for very little to support this great cause.
Our Lions Service Club organisation has an incredible array of humanitarian projects and activities, and an equally diverse group of stakeholders to satisfy. Our challenge was to capture, in 45 seconds or less, the essential worth of our organisation and share it in a way that engages and enthuses our supporters and the public. This takes more than just technical expertise.
We worked with Good Eye Deer because we knew they had creativity and vision to explore our story with us, the sensitivity to engage our stakeholders, and the tenacity to stick with us through a complex shoot.
I’m excited by the result and proud to share it with our members and the rest of Australia.”
Executive Officer, Lions Australia
Newcastle video production company: Good Eye Deer
Producer: Olivia Olley
Director: Gavin Banks
2nd AD / Casting: Linda Read
DP: Gavin Blyth
1st AC: Jesse Banks
Art Director: Lara Loopish
Wardrobe: Carla Bower
Gaffer: John McQillan
Editor: Anthony Dempsey
Audio mastering: John Roy