Danny Green delivers a hard-hitting message to schoolies in new Coward’s Punch campaign by Martin Wilson Films and AT Creative
Danny Green’s Stop the Coward’s Punch campaign has launched a powerful new instalment targeting the nation’s year twelve school leavers as they ready themselves for ‘Schoolies Week’ celebrations that will be rolling out across the country over the next three weeks.
Popularity, perceived attractiveness and social acceptance are extremely important to this audience, particularly across social media channels where the campaign will be running.
Based on this undeniable human truth, the message is simple and confronting:
‘Violence is ugly and it makes you ugly too’.
The ads feature schoolies at a party where random acts of violence break out and are witnessed by others. Repulsed by the ugliness, they swipe left across those responsible, removing them from the scene.
The swipe left is common on popular dating apps such as Tinder and has become a universal gesture that says you find that person unattractive.
Danny Green said it’s not just the boys the campaign is talking to either; that violence involving girls is just as ugly, as are those who stand on the sidelines encouraging it.
“Being seen that way by others is the last thing these kids want, particularly during a time that is supposed to be one of the highlights of their teenage years,” said Green. You can be the best-looking person at the party, but your stupid actions can quickly make you the ugliest person in the room, and your reputation will drop like a rock. I want the guys and girls who see these videos to think I don’t want that to be me.”
The campaign which launched nationally today was briefed, scripted, approved and produced in just ten days.
Production company: Martin Wilson Films
Director: Martin Wilson
Production Manager: Nicole Ferraro
Creative Director/writer: Andrew Tinning, AT Creative.
VFX: David Kenyon
Editor /post production: Cris Broadhurst
DOP: David LeMay
Music: Tim Count, MDS Audio
1 Comment
Always good to see these campaigns addressing the big issue around violence. The secondary issue with youth violence is the worrying trend of teenagers standing around filming the fights. While the ‘swipe left’ gesture is a nice analogy, it’s actually these exact onlookers who film the fights on their phones that are more shameful (and sometimes more of the issue) than the fight itself. That’s the real ugly side of today’s youth violence.