RARE tried to save the daylight
WA may have voted against daylight saving again, but there was one man who did his utmost to try and save it, with a passionate plea to the No voters; Oskaar from Iceland.
RARE was approached by FORM to develop a piece of communication that would encourage people to engage in the daylight savings debate and ultimately vote Yes. Because they wanted to reach a younger demographic it was agreed that viral was the best approach. So RARE created Oskaar. He’s Icelandic and makes a desperate plea to the people of Perth to ‘Save the daylight!’
Watch the clip here http://www.youtube.com/watch?v=q5q77MQzU2Q
RARE shot the movie with director Sam Barrett and Sauce productions. Using the pseudonym Davedockerslover, it was uploaded to You Tube, with a link to the clip sent out via email. To add a perception of authenticity no reference to FORM was used in the clip or the email.
Immediately Oskaar got Perth talking. People began vehemently debatingDLS (and to a lesser extent Oskaar’s looks and accent) on the You Tubepage. He was discussed on talkback radio, started popping up on a rangeof websites and became a top story on perthnow – with a lively debateensuing on the site between the Yes and No voters.
After only 3 weeks Oskaar had over 10,000 views and made it onto You Tube’s Most Viewed page.
“Thisnever would have worked without an inspired performance from Nick – hisamazing ad-libbing and timing made the whole process extremely easy.Thanks must also go to Sam’s brilliant comic direction, there was somevery funny stuff left on the cutting room floor. And what a dreamclient! Lynda trusted us with no script, no call-to-action and a fairbit of swearing.” Mitch Mitchell.
Credits:
Oskaar: Nick Candy
Director: Sam Barrett @ Sauce
Editor: Josh Cannellini @ John Cheese
Sound: Justin Braine @ Brainestorm
Writer: Mitch Mitchell
Art Director: Brett Wheeler
Account service: Abi Wheatley
Agency producer: Shannon Hicks
Client: Lynda Dorrington @ FORM
11 Comments
So did I but there are just too many bloody farmers in this state.
Isn’t that Luda The Magician from PADCs a couple of years back?
Interesting idea but think it is exactly the wrong strategy to get West Aussies that were on the fence to go for DLS. As you’ll see from most of the comments, the quickest way to get parochial, xenophobic WA drongos offside is to have some poncy outsider tell us what we should be doing. Would have been a good approach for the ‘No’ camp.
Andrew Tinning said: I saw this and I loved it. Well done.
2.54 Parochial, xenophobic WA drongos. I like your thinking. I bet those same people vote to stop the North Quay development in Freo too. Or shall we just ask the farmers what they think.
Mmmm, Cheese Sauce and Braines.
7.35. I’m all for Daylight Saving but dead against the North Quay development. What does that make me.
And 2.54, I understand your argument but I think you’re being too rational and analytical. Sometimes we’re all guilty of overthinking things. I think the strategy here was simply to fuel debate which it obviously did.
North Quay? I want more Swan shaped islands like the foreshore.
Now that the boom is going really well, we should build a few more iconic structures. I’m thinking a bell tower on top of a fairy floss machine on top of a swan shaped marina carved out of the Nedlands foreshore next to Steve’s Monolith.
We could call it “Head Rush Waters”.
Not all change is good you morons.
7.10 you forgot the cannellini and candy
like the idea and execution but the strategy seems a bit flawed – surely the target who they needed to convince to vote yes was the older demographic who like their early morning swims and are generally adverse to any type of change.
plus its light for 20 hours in iceland during the summer…..
It was the youth that was going to swing this vote if indeed a swing was to be had – not the older voters – problem number 1 with youth is getting them engaged with anything half political. I think this started a conversation amongst some of them.