Fenton Stephens has developed a new campaign for the Victorian Department of Education, promoting Free Kinder and the role kindergarten plays in early childhood development.
The campaign, Free Kinder shapes young lives, uses familiar kindergarten play shapes such as squares, circles and triangles as life-sized portals into the world of kinder.
Each shape represents a developmental benefit linked to early childhood education, including social skills, communication, creativity, curiosity and movement.
The work was created in partnership with early childhood subject-matter experts. It aims to build awareness of Free Kinder among families and encourage enrolments.
The campaign also has a workforce focus. It supports the rollout of additional Free Kinder hours by encouraging new people to consider qualification pathways and encouraging former workers to return to the sector.
To bring the idea to life, the portal transitions were captured in camera using three-dimensional giant wooden shapes, rather than relying solely on post-production.
Alex Fenton, Chief Creative Officer at Fenton Stephens, said: “The magic began when we hit on the idea of shapes being portals. Move over, Narnia!”
The films were directed by Alex Feggans through Sedona Productions, with the campaign also supported by social, print, outdoor and radio.
Credits
Client: Department of Education Victoria
Agency: Fenton Stephens
Chief Executive Officer: Simon Antonis
Chief Creative Officer: Alex Fenton
Executive Creative Director: Chris Ellis
Senior Copywriter: Lou Egan
Senior Art Director: Zoe Yeoman
Chief Customer Officer: Amy Stephens
Agency Producer: Lisa Ramsey
Account Managers: Rowie Johns and Sapphire Stewart
Production Company: Sedona Productions
Managing Director / Executive Producer: Kim Wildenburg
Director: Alex Feggans
Producer: Helen Morahan
DOP: Kieran Fowler
Production Manager: Jess Junor
Production Designer: Lucinda Thompson
Standby: Tim Disney
1st AD: John Sandow
Key Grip: Luke Stone
Gaffer: Matt Begg
Wardrobe: Fior Galderisi
HMU: Eve Flight
Casting: Nick Hamon Casting
Stills: Christopher Tovo
Post Production: Mr Fox
Editor: Andy Stalph
Flame: Drew Moden
Post Producer: Clare Lehner
Sound Studio: Production Alley
Sound Engineer: Rodney Lowe
Sound Producer: Les Molnar
Music Composition: Studiotonic
Music Composer: Charlie White
Music Exec Producers: Laura-Leigh Le Brocque and Emma Hoy