GenerationOne | GenerationOne Campaign | Australia

The GenerationOne campaign takes a straightforward approach to the issue. In a blunt filming style, the commercials compare two groups of young people – Australians and Indigenous Australians. Although both groups have the same dreams, one is set to be at a disadvantage because of their race.

“We found the statistics inarguable and therefore very powerful – and created a campaign that presented the disparity in a simple, objective but emotional way,” said Julian Watt, executive creative director at GPY&R Sydney. “GenerationOne is a great opportunity for all Australians to address a significant problem. This is just the beginning,” he continues.

GPY&R has also started a year-long scholarship programme for young Indigenous Australians who are interested in the marcoms industry. The candidates will also being working across the GPY&R network.

GenerationOne is a project initiated by Australian mining entrereneur of Fortescue Metals Group, Andrew Forrest. He himself grew up in an Aboriginal community. Supported by other billionaire players like Kerry Stokes, James Packer, The Lowy family and Lindsay Fox, the organisation intends to guarantee 50,000 job placements for the Indigenous workforce.





Credits:
Project GenerationOne 2010 Campaign
Client GenerationOne
Creative agency George Patterson Y&R, Sydney
Executive creative director Julian Watt
Head of art Dean Mortensen
Copywriter Tim Arrowsmith
Producer Alex Hay
TV production company Revolver
Director Steve Rogers
Director of photogarphy Warwick Thornton
Music Turning Studios
Stills photography Matt Hoyle
Media agency Mitchell & Partners
Exposure Television, print, online