badc

Mater had the strategic challange of shifting their brand perception from ’that group of buildings in South Brisbane that fixes people when they’re sick or broken’ to a brand that has far greater reach both geographically and along the health spectrum. Hence a campaign was built around a visual of a location tag which spelt out exactly where Mater could now be found. The job of the music was to add a powerful layer of emotion beneath what was a very unemotive visual device. Whilst the visuals literally said -’This is where Mater is geographically’ – the music said ’I’m here for you emotionally’.