IN THEIR SHOES

The Smith Family supports more than 600,000 disadvantaged Australian children, many of whom experience school as a place of isolation rather than opportunity. The challenge was that while the issue was understood, it wasn’t always truly felt. In Their Shoes set out to bridge that empathy gap by placing audiences inside a child’s experience. Using powerful storytelling and interactive technology to show what it feels like to be excluded, overlooked, and left behind. By shifting the perspective from awareness to understanding, the campaign encouraged Australians to engage emotionally and take action in support of The Smith Family’s mission.

FILM:

INTERACTIVE OOH:
An interactive outdoor installation placed viewers in moments of isolation, using motion sensing and live imaging. This was set up in Sydney’s Pitt Street Mall for a week, where it recorded over 700 unique daily interactions.

MY ROLE
Art Director and Creative Contributor. Working across concept development, storytelling and execution, including the film and interactive outdoor experience.

RESULTS:

$4.1 million raised to support 9,710 children and their families

RECOGNITION

• AWARD 2013 — Bronze, Digital Kiosk / POS / On-Site

• ADMA 2012 — Bronze, OOH Experiential

• ADMA 2012 — Bronze, Creative Use of Technology

• Caples Awards 2012 — Finalist

• JCDecaux International — Campaign of the Month (2012)