Smashing it!
Life Without Barriers
This project blew up our assumptions and crushed our pre-conceived notions. When Life Without Barriers asked Guts to help them grow their disability services and SIL housing, we travelled to Melbourne, Cairns and the Central Coast to meet people supported by LWB. We were blown away. They are strong, powerful, and they don’t let expectations hold them back.
Key Insight
We started with qualitative research and asked the people LWB support about their challenges and frustrations. They told us:
“Judgement from people in the community is my biggest barrier”
From this clear insight we needed a campaign to shift perceptions and smash stereotypes.
Strategy
As the largest provider of disability services in Australia with 8,500 staff, Life Without Barriers are experts in disability services and they wanted the focus to be squarely on the people they support. The creative challenge? Show that no two disabilities are the same.
Meeting the people LWB support inspired an epic idea to lean into the name and reinvigorate the activist DNA of Life Without Barriers’ origin story.
Creative Idea
The campaign had to be bold to stand out in such a cluttered market. Same-same imagery wasn’t going to cut it. The creative concept ‘Smashing it’ was inspired by the grit, energy and strength of people like Jules, Dugama, Logan, Kristie, Livvy and Will. Their real stories of travelling to Paris, falling in love, learning astronomy and winning the basketball grand final proved they’re breaking down barriers on the daily with LWB’s support.
We used these real clients and lots more, re-thinking all our usual approaches and working in an agile way with stills and animation to add an active feel, making sure our stars truly exploded off the screen.
The result
Just launched the national campaign gave this 30-year-old brand a new lease on life and has already significantly increased demand via calls, enquiries and leads.
Credits:
Director: Pawel Jarecki
Photography: Lee Illfield
Art Director: David McKenzie
Studio: Sawtooth
V/O: Ena Ilume
