AWARD WINNING ANIMATION – REACH AWARENESS CAMPAIGN
ANIMATION HELPS EMPOWER ONE STEP AT A TIME
REACH is a support service for registered job seekers who are managing a health issue or disability, to assist in re-entering the workforce. We were approached by online learning solutions provider, Catstone, to create a video with creative agency Black Sheep to help convey REACH’s service. This was part of the rollout of a new brand awareness campaign for the New Zealand REACH programme.
The animation developed through this process has had an immensely positive reception. Initially featured in Béhance and picked up by STASH magazine, the piece has most notably picked up the very prestigious New York 3×3 “Best in Show” award. We’re incredibly honoured to receive the accolade, especially in a competition featuring the icons and giants of our industry.
We have to make a special thanks to Catstone who brought us onto the project. We were given tremendous control in the creative direction from which we seized the opportunity to stretch our storytelling legs. Without their trust and investment (and bravery) in this process, we may not have had the opportunity to create something as effective and engaging.
As a piece of work, we’re proud of the final result – not only aesthetically, but also as a methodology for collaborative working processes.
The challenge was to strike a subtle chord with people’s emotions without elevating the idea of depression. The storytelling explores a range of sensitive issues and topics. A number of characters are introduced in the animation to ensure the experience is relatable to a diverse range of individuals, without needing to see themselves represented directly.
We created a familiarity through characters who are less representational than the real world. Their problems are solved in unique and engaging ways, allowing the viewer to draw parallels between their personal situations and those reflected in the narrative. This allowed the creative team to use a highly illustrative approach to convey complex thoughts and ideas. The animation was accompanied by a catchy acoustic audio bed.
The scope of the project across the collaboration also included a new identity, website and supporting collateral.
3×3 International Illustration Awards Show 2017- BEST IN SHOW
Animation – Reach Awareness Campaign
David Way, Simon Shaw & Shannon Jahnel Lanktree