ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Art Direction
Annual ID
OSA21_PCR001M
Description
The Garvan Institute of Medical Research is a leading multidisciplinary biomedical research institute in Sydney. Though largely unknown to the public, Garvan have revealed causes and treatments for countless diseases including diabetes, osteoporosis, cancer, immunodeficiency and autoimmunity. Our brief was to raise awareness and funding for Garvan beyond their current limited donor base.
Our insight – with thousands of disease-related charities competing for donations, how do you decide who to help? We confronted the public with a range of life-threatening diseases, posing this exact question. Help the young mother with pancreatic cancer, or the musician with Parkinson’s disease? The teacher with a kidney condition, or the student with immune disease? Each execution challenges you to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
‘Disease Dilemmas’ features 12 people living with different diseases. Photographically, each person is captured against a grey background, eyes to camera, creating a neutral canvas that doesn’t try to sway you either way. The art direction is subtle, always in the service of balance. These quietly confronting portraits were then put in specific pairings and combinations that made choosing one or the other impossible. From consecutive bus shelters to large scale roadside billboards and even tram wraps, we imposed these dilemmas on our audience in countless confronting ways.
‘Disease Dilemmas’ generated over 87 million impressions, 1.1 million dollars in earned media and 61% increase in website traffic. Most importantly, the Garvan Institute received over 19 million dollars in donations in the campaign period.
Our insight – with thousands of disease-related charities competing for donations, how do you decide who to help? We confronted the public with a range of life-threatening diseases, posing this exact question. Help the young mother with pancreatic cancer, or the musician with Parkinson’s disease? The teacher with a kidney condition, or the student with immune disease? Each execution challenges you to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
‘Disease Dilemmas’ features 12 people living with different diseases. Photographically, each person is captured against a grey background, eyes to camera, creating a neutral canvas that doesn’t try to sway you either way. The art direction is subtle, always in the service of balance. These quietly confronting portraits were then put in specific pairings and combinations that made choosing one or the other impossible. From consecutive bus shelters to large scale roadside billboards and even tram wraps, we imposed these dilemmas on our audience in countless confronting ways.
‘Disease Dilemmas’ generated over 87 million impressions, 1.1 million dollars in earned media and 61% increase in website traffic. Most importantly, the Garvan Institute received over 19 million dollars in donations in the campaign period.
2021 Awards
Total Points: 2
Merit Award
Credits
Agency
BWM Isobar / Sydney
PR / Marketing Agency
Haystac / Sydney
Client Partner
Sue Cant
Production Company
The Pool Collective / Sydney
Media Distribution Company
dentsu Amplifi, Carat & MKTG / Sydney
Chief Creative Officer
Rob Belgiovane
Creative Director
Jon Foye
Oskar Westerdal
Director
Mara-Jean Tilley
Editor
Brendon Killen
Executive Creative Director
Asheen Naidu
Marcus Tesoriero
Executive Producer
Cameron Gray
Margot Fitzpatrick
Michael Gie
Creative
Jon Foye
Oskar Westerdal
Design Director
Eeuwout "Dutchy" Bart
Managing Director
Brent Kerby
Lauren Small
Marketing Manager
Anna Sweeney
Project Manager
Hayley Kingsley
Senior Integrated Producer
Emma Durlacher
Account Manager
Mariel Malabanan
Chief Investment Officer
Craig Cooper
Michael Bass
Client Manager
Kristina Endrikhovskaia
Colourist
Ben Eagleton
Deputy Director
Brad Timms
Digital Art Director
Thomas Deng
Digital Designer
Isaac Moores
Director & Photographer
Simon Harsent
Group Account Director
Andrew Henderson
Group Business Director
Carolina Fullen
Head of Client Services
Sophie Lander
Head of Out of Home
Emma Hegg
Head of Print Production
Simon Holdaway
Investment Manager
Al Vari
Licensing Supervisor
Koo Abuali
Music
Bopper
National Product Lead
Lauren Reilly
National Production Manager
Rebecca Eastman
Post Producer
Emily Newbold
Retouching
Mark Sterne
Scheduling Supervisor
Iliyas Hafiz
Senior Account Manager
Ashley Martin
Jessica Walley
Senior Finished Artist & Designer
Alanna Rados
Senior Sound Designer
Cam Milne
Liam Annert
Tone Aston
Strategic Planner
Karl Bates
Web Developer
Rhys Martindale
Website Chief Engagement
Elaine Loke
Website Project Manager
Ritika Jhaver
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