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The NEW Category

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The NEW Category
Entrant: Clemenger BBDO Melbourne, Melbourne
Guide Dogs Australia - "Support Scent"
Media Type: Television, Print, Outdoor, Websites, Blogs, Ambient, Editorial, Radio
Corporate Name of Client: Guide Dogs Australia
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
Photographer: David Rosendale
Illustrator: Beci Orpin
Graphic Designers: Beci Orpin/Tom Martin
Agency Producer: Sevda Cemo
Production Company: Exit Films, Melbourne
Directors: Amy Gerbhardt/Micca Delaney
Producers: Jane Liscombe/Allison Lockwood
Sound Design Company: Flagstaff Studios, Melbourne/Level Two Music, Melbourne
Scored By: The Bon Scotts
Designer: Beci Orpin
Interactive Designers: Sam Hodgson/Nicola Mclaughlin/
         Tom Martin/Julian Schreiber
Programmer: Monkii
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 fundraising upon launch.

LIA Awards 2010©

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