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Be The Light

Vision Australia

Monday, 18 January 2016

Vision Australia have been the principal sponsor and organiser of Carols by Candlelight for the last 57 years, but despite this incredible heritage they have struggled to achieve brand recognition.

SMART was asked to completely overhaul the Vision Australia communication platform, starting with a new call to action that would connect viewers to what Vision Australia do for the children in their care.

The new ‘Be the Light’ brand platform was launched with a 45 second mini documentary and TVC, at the 2015 Carols in Sydney and Melbourne during a broadcast that set records for the event.

The 'Be the Light' call to action asks for viewers to donate what they can to vision Australia and ‘Be the light’ that helps to show the children their future is bright.

By being the light, they can make a difference to families with vision impaired kids, just as they can ‘Be the light’ and be the example for others to follow as they give generously.

The results are still being brought together, but a record result is expected.


Mini Documentary


Creative Director: Ben Davis
General Manager:
Alec Hussain
Paul Baiguerra
Production Co:
CAVE Studios
Art Director/Writer:
Ben Davis & Matt Lawson