Prevent Summer Madness
For this Frosty Fruits iceblock campaign the brief was to create a traditional out-of-home poster campaign. A summer outdoor campaign made sense, but the budget didn't allow a significant enough media buy. Forced to think differently , but knowing that being outside was the right approach, we created a "memorial" campaign that acknowledges those who've fallen victim to the heat of the Australian sun and the bad decision making that comes with it.
Agency: Mojo, Melbourne
Role: Creative Director/Copywriter
The process
Landing the humour visually was a big part of creating the memorials, so character design was extremely important. The UK artist Wildrid Wood, who worked on the satirical TV series ‘Spitting Image’, had a perfect style for the job, but couldn’t have been further away from Melbourne geographically. The solution, and I wish I had more photos of this, involved Wildrid making 30cm tall marquettes of Dave and Lana out of clay. These marquettes were then 3D scanned in London and the resulting files were emailed to Melbourne, where a giant robotic arm lathed the sculptures out of polystyrene with an internal metal skeleton. It took about 24 hours for the robotic arm to lathe each character, which were then rasped, sanded and finessed by hand before being airbrushed. The plinths were entirely created by hand using wood and polystyrene with no assistance from robots.
