The Sony Foundation, the charity arm of the Sony Group, has committed to funding a youth cancer treatment centre at the Prince of Wales Hospital in Sydney. Red Agency was engaged to raise money for this important cause.

We teamed up with some of Australia’s most innovative creative agencies, musicians and inspiring youth cancer patients to create a world-first charity concept; a day of live busking via a two-way feed from the patients’ beds at the hospital to Circular Quay.

Red Agency worked with each of the respective agencies to organise the event, liaised with the Sony Music artists and cancer patients, and leveraged the story to secure media coverage on the day of the event.

We managed the Sony Music artists and young patients on site for media opportunities, working with Sony artists, Samantha Jade, Taylor Henderson and Reece Mastin to help the Sony Foundation raise awareness and funds for this important cause.

  • Rebuilding Trust in Malaysia Airlines

    Rebuilding Trust in Malaysia Airlines

    The Challenge After the 2014 tragedies of MH370 and MH17, we had the massive challenge of rebuilding trust in Malaysia Airlines. The airline couldn’t be seen to be engaging in costly marketing campaigns at the expense of consideration for the victims and their families, and a company restructure meant the impending loss of thousands of…

  • Chandon: A Friendly Race

    Chandon: A Friendly Race

    The Challenge Launch the global sponsorship of F1 Racing Team McLaren-Honda by sparkling wine brand Chandon (part of Moet-Hennessy) at the Australian GP in March 2016 with a social and content led campaign leveraging drivers Fernando Alonso and Jenson Button. The client wanted to produce a premium digital and social content film bringing the brand…

  • Humanising The Bottom 100

    Humanising The Bottom 100

    The Challenge International not-for-profit, The Fund for Peace (FFP), required a creative solution to raise awareness of the global refugee crisis and unrest that is dramatically increasing the number of people living in extreme poverty around the world. It was crucial that our campaign personalised the issue of global poverty to generate greater recognition and…

  • Sparking a Flavour Conversation

    Sparking a Flavour Conversation

    The Challenge Cadbury Dairy Milk is Australia’s biggest and most popular chocolate range, however, research showed consumers have limited knowledge and experience of the full breadth of flavours and repeatedly default to the same product. Cadbury set out to encourage trial of new or forgotten flavours and get consumers to add a new block to…

  • A Sizzling Launch for Heineken 3

    A Sizzling Launch for Heineken 3

    The Challenge With moderation of alcohol consumption on the rise and consumers still wanting to imbibe during a lazy summer’s day, Heineken was launching a new brand, Heineken 3, its first mid-strength beer offering great taste, lower calories and lower carbohydrates. This was Heineken’s biggest product launch in 20 years, and Australia was first to…

  • Creating Malaysia Fest 2016

    Creating Malaysia Fest 2016

    The Challenge Red Agency was given the daunting task by the Malaysia External Trade Development Corporation (MATRADE) of conceiving, planning and executing the staging and promotion of Malaysia Fest 2016, a two-day celebration of all things Malaysia to take place on 4-5 December 2016. We needed to get at least 25 booth-holders and 15,000 visitors,…

  • Western Sydney Uni UNLIMITED

    Western Sydney Uni UNLIMITED

    The Challenge Our brief was to relaunch the University of Western Sydney (UWS) as Western Sydney University, embrace the cultural diversity of its home, help build pride in Western Sydney and change how people think of it. A disruptive strategy was required to reshape views of the area and the University’s role in it, and…

  • Camp Quality: Christmas Crack Ups

    Camp Quality: Christmas Crack Ups

    The Challenge Camp Quality, Australia’s most trusted children’s cancer charity, relies heavily on public donations to support its work to help children affected by cancer and put a smile of their faces. It’s a highly competitive space at Christmas time and Red was briefed to create a cut-through campaign with potential for future years. This…

  • Faces of the Mormon Faith

    Faces of the Mormon Faith

    The Challenge The Book of Mormon is a hit satirical musical from South Park creators Trey Parker and Matt Stone. Tapping into their personal experiences in the US, the pair believed that no community could be as “nice” as the Mormons, so they gave them the comic treatment. With The Book of Mormon launching in…

  • Launching Heineken House

    Launching Heineken House

    The Challenge To celebrate the launch of Australia’s first flagship Heineken venue, Heineken House at Sydney Airport’s international terminal, Heineken wanted to do something special to reinforce its premium image and show how great things can happen when you kick your holiday off from Heineken House. The Solution We invited a select group of social…

  • The Riderless Bike

    The Riderless Bike

    The Challenge The Captain’s Ride is a challenging charity cycling event for the Steve Waugh Foundation (SWF), raising funds for the 400,000 children throughout Australia affected by rare diseases. Sporting legend Steve Waugh AO would lead a group of 62 experienced riders on an enormous six-day 701km event from Mittagong to the peak of Mt…

  • The World’s Finest Nut

    The World’s Finest Nut

    The Challenge Australia leads the world in macadamia production yet only half of Australians know the nut is native, even less know the main production areas and fewer still the growing cycle. This lack of knowledge and appreciation was hampering growth in consumption and the use of macadamias in Australian food products. For the past…