Australia is experiencing a nature extinction crisis. As part of the Australian Conservation Foundation’s ‘Save Our Big Backyard’ campaign we were asked to raise awareness of the problem in a way Australians couldn’t ignore.
Tearing down the Sydney Opera House, and other iconic landmarks, brought the issue to national attention.
The primary launch creative consisted of a 30 second video that showed the Sydney Opera House being demolished by bulldozers.
The message was delivered via TV, BVOD, and social. Through a partnership with 7RED Engine it was amplified by in program integrations during AFL telecasts and news programs.
State based digital and out-of-home campaigns localised the campaign by featuring local iconic sporting grounds and cultural centres that had also been obliterated.
Spinach acknowledges the Wurundjeri people of the Kulin Nation as the traditional owners of the land on which we work and we pay our respects to their Elders past, present and emerging.
We also welcome all gender expressions, all races and ethnicities, nationalities, abilities, beliefs and identities.