Wunderman Thompson Perth partners with Anglicare WA to launch ‘The Cold Campaign’ highlighting winter homelessness
Wunderman Thompson Perth and Anglicare WA have launched this campaign for the 9000 Western Australians experiencing homelessness that are about to face cold winter nights.
To call for donations to the 2021 Winter Appeal, Anglicare WA released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer.
The campaign uses the premise of ‘temperature contagion’ – a scientific phenomenon where people unknowingly cool their own body temperature by up to 1-degree when seeing or hearing someone who is suffering from the cold.
Neuroscientist Neil Harrison said of the phenomenon; “We believe that this mimicry of people’s bodily response helps us understand how they are feeling. Mimicking another person is believed to help us create an internal model of their physiological state, which we can use to better understand their motivations.”
Wunderman Thompson Perth, along with a collective of local industry professionals, sees Liam Graham’s body temperature drop to just 33.7 degrees before recording the spots.
“Much like yawning, feeling the cold is actually contagious. So, when Mum or Dad would say ‘put a jumper on, you’re making me cold’ – they weren’t joking. Trust me!” Graham said.
Anglicare WA CEO, Mark Glasson, said: “We’re so pleased to partner with Wunderman Thompson and some great local talent for this year’s Anglicare WA Winter Appeal. Their brilliant creatives have developed a cutting-edge campaign designed to engage the audience and prompt an empathetic response towards those experiencing homelessness.
“Anglicare WA walks alongside people in their time of need. Currently, our state is in the grip of a housing crisis never seen before, with at least 9,000 people experiencing homelessness.”
Wunderman Thompson’s Anais Randall, Matt Wilson, and Luke Williams, said: “We’d like to thank everyone involved in making this happen. It’s been a labour of love over many months, and it wouldn’t have been possible without some great people pulling together for an important cause. We really encourage everyone who can spare a few dollars to donate to Anglicare WA’s Winter Appeal by texting ‘WARMTH’ to 0400 662 662.”
The campaign was created with support from Soundbyte and Alucinor.
VIEW THE BEHIND THE SCENES FILM
Credits
Agency: Wunderman Thompson
Senior Creative: Luke Williams
Associate Creative Director: Matt Wilson
Creative Director: Joe Hawkins
National Chief Creative Officer: João Braga
Engagement Manager: Anais Randall
Integrated Producer: Danny Coleman
Chief Strategy Officer: Mel Wiese
Managing Director: Gavin Bain
Anglicare WA
Chief Executive Officer: Mark Glasson
Director Philanthropy and Enterprise: Tori Anderson
Media and Marketing Manager: Emma-Jane Morcombe
Philanthropy Manager: Bec Stott
Marketing Lead: Polly Polanksi
Marketing Events Manager: Bronte Rosher
Alucinor
Production: Shane Piggott
Soundbyte Studio
Sound Designer: Brad Habib
Sound Assistant: Colin Graham
Sound Recordist: Joanne Marie Carwardine
Medic: Deanne Coxall
IGA: Greg Brindall
Talent: Liam Graham
9 Comments
Brad Habib, the Soundbyte team, and Shane Piggot from Alucinor Productions were amazing. This wouldn’t have happened without them.
Nice one crew, I liked the idea and I liked the execution even more. Great job on sticking the landing with production and kudos to Brad for wearing the giant beanie 🙂
For PADCs…
Justin Time for the Anglicare Winter Appeal actually. Text WARMTH to 0400 662 662.
@Justin Time. You really think the creatives would go to all that effort for a local award show? It’s for much bigger award shows, clearly. In all seriousness though, this is amazing. It will work, so that’s all that really matters.
Not as good as Automasters tho is it?
This is next level. I love how connected the idea is to the call to action – and I love that it came out of WA.
Nice ad for a great cause. But we should be championing creativity when it’s for a paying client. Any agency can do a great ad for a charity. Let’s not turn our industry into just a demonstration of creativity for charities and pro-bono clients. There’s been lots of them recently. We are going to drive ourselves out of business very quickly otherwise.
This is a paying client who’s also put a significant media spend behind the campaign.
Welcome to the new world.