Brief
We had the opportunity to work with the Public Services on a significant challenge: increasing public awareness about the range of services they offer. In collaboration with Nest Creative Lab, we needed to find an innovative approach to communicate this message, moving beyond traditional television advertising and delivering something impactful within a short timeframe.
The Campaign Concept
After exploring several ideas, we landed on a campaign that centred around a recurring narrative. Over a period of four months, we produced 24 short video clips, each dedicated to highlighting a different public service. These videos shared a common structure that made the message both clear and relatable.
Each video begins with a casual scene of a citizen walking past a red telephone box. Suddenly, the phone rings. Curious, the individual answers the call, where a voice on the other end introduces a service offered by the Public Services. This service ultimately helps the citizen solve a real-life issue they’re facing.
A Relatable Experience
The simplicity of the storyline allowed us to connect with viewers by reflecting everyday situations. The citizen in the video became a stand-in for the viewer, encountering familiar challenges and discovering how Public Services could provide support. This approach helped deliver the message in a way that was both engaging and easy to relate to.
Conclusion
Despite some challenges, including time constraints and moving away from conventional advertising formats, the campaign successfully raised awareness for Public Services. By focusing on a relatable, real-world experience, we were able to create a campaign that resonated with the audience and effectively communicated the value of the services available to them.