May 2006
Crime Stoppers Victoria recently approached the Swinburne School of Film and Television to produce four 15-second television commercials for its upcoming advertising campaign. The client saw the students as ideally suited for the campaign since they matched the target audience. The students had the problem of effectively communicating a message that went against public perception. That was, that if you phone Crime Stoppers with information they will then pass your details onto the Police. This is not the case but how do you get that message across to a young audience?
Onion Communications in South Melbourne created a concept that had the idea of an ordinary person dressing up as some one else to call Crime Stoppers. The voice over states ‘At Crime Stoppers we don’t want to know who you are! For all we care you could be …’ at which point we see our person become either Dame Edna, Elvis, Charlie Chaplin or Ned Kelly. The commercials have a clear message with a touch of humour.
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Film and Television year 3 students Jenna Kruiskamp as Producer with, Maher Gilmour, Carla McConnell, Kieran McSweeney and Mike Gamwell as Directors and Ben Forder as Director of Photography shot the commercials on location within a tight timeline. Other year 3 and year 2 students completed the crewing of the productions. Lecturers Richard Franklin, Jill Holt and Technical Production Manager Dennis Nicholson oversaw the students in action and made sure everything flowed smoothly. The School would also like to thank Producer Jennifer Hadden for her invaluable guidance to the students.
The whole venture has been an enormous success with experiential learning, professional level production and a very happy client. Both the client and Onion Communications sang the highest praises of the students as a whole.
The commercials will be aired on Channel 9 in the very near future.
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