Euro RSCG Australia collaborates with renowned street artists for opiate dependence campaign
Euro RSCG has collaborated with some of Australia’s premier street artists to create two innovative street art events for client Reckitt Benckiser.
Produced over two days and set deep within the urban environs of Sydney and Melbourne, the street art events were aimed at breaking down the complex barriers surrounding the treatment of opiate dependence.
The events were designed to create conversation about the treatment choices available to residents of urban communities, who have been marginalized by long-term opiate addition problems, and also to launch an innovative new treatment, Suboxone Sublingual Film.
Street artists ‘Judd’, ‘Sirum’ and ‘Perso & Detch’, well known for creating provocative and expressive art forms around the world, collaborated with the agency to deliver an emotional message deep within these urban settings.
Says Alex Evangelinidis, senior art director at Euro: “We were connecting with people who sit outside the boundaries of conventional media. Rather than hoping they’d respond to traditional media, we had to go to them to get our message through. This allowed us to spark curiosity and engage in a real-time dialogue with the people we were seeking out. It was a project we all felt extremely passionate about.”
“Opiate dependence is a serious health issue in Australia,” said Ruari Macdonald, Suboxone product manager at Reckitt Benckiser.
“There are approximately 100,000 Australians currently dependent on Heroin, and less than half of these people are participating in some form of treatment,” he added.
As a category S8 pharmaceutical drug, any direct to consumer communication for the Suboxone Sublingual Film is strictly forbidden. “One of our biggest challenges was to raise awareness of a product we couldn’t name,” confirms David Bailey, group account director at Euro RSCG Sydney.
Euro RSCG Australia Team
Executive Creative Director – Steve Coll
Senior Art Director – Alex Evangelinidis
Senior Copywriter – Paul Suters
Production – Mike Gill
Group Account Director – David Bailey
Senior Account Manager – Benjamin Fayol
Designers – Darren Cole, Nic Adamovich
Client Team
Marketing Director – Lee H. Unroe
Product Manager – Ruari Macdonald
Post Production
Samiam
Director – Alex Evangelinidis, Paul Suters
Producer – Samantha Simpson
Cinematographer – Skeet Booth
Editor – Louis Westgarth
Soundtrack – Song Zu
13 Comments
It was a pleasure doing the Sydney Suboxone mural job.
Visit juddshoppee.com for all your mural, illustration and storyboard needs.
Premier street artists? Toys, more like it.
Yawn, invisible and hackneyed.
Good stuff guys, really, really like it.
Are these guys on drugs??
waste of a good wall. Surely the message could have been more powerful or insightful. Kind of like the first thought didn’t evolve.
Be better if it said “Knowledge is your first step forward grasshopper”
They’re screaming out for headlines. They currently read like taglines.
The typography also seems somewhat perfunctory.
Nice idea.
Except I think you got the wrong train station in Richmond. You wanted North Richmond, where you’d find “residents of urban communities, who have been marginalized by long-term opiate addition problems”. Not the train station near half of Melbourne’s ad agencies who may have noticed it was only up long enough to catch it on film.
Toys??? Are you kidding? Sirum, Perso, Detch and Judd have been around for years doing amazing shit.
Get your head out of your arse. Just because you weren’t approached to do the job!
Interesting case, to enhance the brand with no permission to refer to the brand!!
Pamela
True, but given that this happens a bit with S8 drugs, it’s also to push ‘the treatment option’ without referring to the brand. You have a point though.