Mission Australia's 2010 'butterfly' campaign TV advert has been released by Leo Burnett Sydney, the agency responsible for the previous ‘transform’ campaigns that also feature lovingly crafted butterfly wings.
The video will air in late September, but you can view it early at www.youtube/missionaust or here:
Picture a young man in well-worn jeans, sneakers and an army jacket wading across an urban creek, struggling to hold a boxy old PC monitor above the water. Next, we see him kicking-in a heavily graffitied warehouse door. Once inside the abandoned warehouse, he rummages through a mound of garbage formed over decades of neglect and picks up a twisted metal pipe.
It’s now night-time and the young man is foraging through a bin in an inner-city laneway. He inspects a crushed green soft drink can, before stowing it in his pocket. Next, at the abandoned warehouse, he perches on a high ledge then hurls the monitor to the littered ground.
A voice-over announces that over 44,000 young Australians under 25 are homeless.
Up to this point, the viewer may assume that the young man is a vandal or a vagrant until it becomes obvious that he is welding the metal scraps to complete a design. The final shot reveals the reason for his frenzied wandering – gleaming green butterfly wings he has created from the collected copper wiring, aluminium cans and PC. As the young man turns and walks away from his artwork, he is framed angelically by the wings.
The newfound brilliance of the wings represents the inherent potential of the young man (and the thousands like him) and that lives can be transformed with some help from Mission Australia.
No comments:
Post a Comment