The One Show
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Category
Social Media
Annual ID
OS23_HW026B
About the Work
Neale Daniher is a famous Australian Rules Footballer who retired from the sport back in 1990. He went on to become a very successful coach through the 2000’s. But unfortunately, in 2013, he was diagnosed with Motor Neurone Disease. A debilitating condition that stops the brain from sending vital messages to the rest of the body to tell it to walk, swallow, talk or breathe. He was only given 27 months to live.
Neale has always been a selfless, courageous human. So rather than slip away, he saw this as an opportunity to stand up and become the voice in the fight to find a cure. To do that, he co-founded FightMND, a charity dedicated to the cause.
To help raise money, they began to sell their famous blue FightMND beanies for the Australian winter, and the whole country got behind the cause.
Every year, Neale is the figurehead and the guiding voice of FightMND’s efforts. It’s hard to imagine the world, and the charity without him.
In 2022, 9 years since he was given 27 months to live, Neale was still fighting on. But unfortunately, the disease had taken away one of his biggest weapons - his voice.
He now needed to find a new way of getting his message out there without his speech.
We created a film of Neale for TikTok with no voice, just himself and his powerful words on screen. We asked the general public to duet Neale’s video, and to say his words for him. And thankfully, they delivered.
It became the #1 trending TikTok UGC of the month. It had a 47% greater view-through rate than TikTok’s benchmark. And most importantly it helped Fight MND smash their fundraising record by generating $19.8million. That’s almost $1 for every Australian.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Clemenger BBDO
Production Company
Finch / Sydney
Music / Sound Production Company
Electric Dreams Studios
Squeak E. Clean Studios
Post Production Company
Arc Edit
Art Director
Zoe Perrin
Chief Creative Officer
Jim Curtis
Director
Chris Nelius
Director of Photography
Sherwin Akbarzadeh
Executive Creative Director
Richard Williams
Executive Producer
Sonia von Bibra
Group Creative Director
Ant Phillips
Photographer
Christopher Tovo
Planner
Daisy Atkins
Retoucher
Chris Erickson
Campaign Director
Bec Daniher
Campaign Manager - Big Freeze
Donna Kennett
Chief strategy Officer
Jacqueline Witts
Colourist
Alina Berminham
Finished Art
Sam Tsui
Head of Project Management
Theresa White
Marketing & Communications Director
Anthea Hargreaves
Offline Editor
Phoebe Taylor
Online Artist
Drew Downes
Patron & Co-Founder
Neale Daniher
Planning director
Leigh Arbon
Production director
Lisa Moro
Senior Producer (Print)
Michael Travers
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