Public Service/Social Welfare Entrant:
Clemenger BBDO Melbourne,
Guide Dogs Australia "Support Scent"
Credits Corporate Name of Client: Guide Dogs Victoria Client Account Directors: Theresa Hoogland/Graeme White Agency Account Directors: Ricci Meldrum/Nici Henningsen Agency: Clemenger BBDO Melbourne, Melbourne Chief Creative Officer: James McGrath Executive Creative Director: Ant Keogh Creative Director: Damian Royce Copywriter: Julian Schreiber Art Director: Tom Martin Graphic Designers: Beci Orpin/Tom Martin Photographer: David Rosendale Illustrator: Beci Orpin Strategic Planner: Mike Hyde
Basic description of the project: Guide Dogs Australia’s sole purpose is ending the isolation that can result from being blind. So when creating support for their cause, we thought it absolutely vital not to exclude the blind. Therefore anything requiring sight, such as ribbons was considered unacceptable. Thus we created something that appeals to another sense entirely – smell. A unisex fragrance called Support Scent, that actually allows the blind to recognize support around them. Priced at $5, all proceeds of the scent, go to the charity. Now a whole new support base for the blind has emerged, with a 33% lift in fund-raising upon launch.