Vision Australia’s Carols by Candlelight launches new-look creative via ntegrity

Vision Australia has re-vamped the creative for its iconic Christmas event, Carols by Candlelight, calling for Australians to ‘share the magic’ this festive season. 

In the event’s enduring 87-year history, the creative has largely remained the same, with the most recent changes occurring over seven years ago – until now.  

Vision Australia’s General Manager of Fundraising and Marketing Ian Finlayson said the creative refresh, which began in January and was finalised in September, was prompted by a desire to draw greater attention to the cause behind Carols by Candlelight and balancing its traditions with a more modern, contemporary feel.  

“Most people know Carols by Candlelight for its incredible talent and music. While this remains an important drawcard for attendees, we felt it was important to also highlight the reason for the event, to raise vital funds for children who are blind or have low vision,” said Ian. 

“With cost-of-living pressures mounting, it’s crucial that a charity’s fundraising efforts are authentic and compelling with their donors - they want to know that their donation is making an impact.  

“By positioning Vision Australia’s logo proudly above the event name, this helps to drive that clarity and recognition. The whimsical stars and our signature candle are also present in the new brandmark to call on people to ‘share the magic’.  

“We often take for granted our ability to see and observe the wonderful visual elements that come with the festive period, such as Christmas lights, beautifully decorated Christmas trees and the explosion of colour all around. 

“For children who are blind or have low vision, the world looks a little different; they don’t get to see the sights and colours of Christmas. But with the support of Vision Australia’s services, they can use their other senses to experience the magic of the season and build the skills they need to experience the world fully. That’s how ‘Share the Magic’ was born.” 

Research commissioned by Vision Australia in January of this year found that despite owning the event, Vision Australia ranked third in brand awareness among its partner brands, Channel 9 and AAMI. 

“While Vision Australia continues to lead in spontaneous brand awareness in Victoria, we rank in third place across the country. These results highlighted an opportunity for us to strengthen our brand association with Carols by Candlelight in all states,” said Ian.  

Vision Australia chose ntegrity as its agency partner to develop a refreshed Carols by Candlelight proposition and creative.   

“It’s been an honour to help bring a new look to the iconic Carols by Candlelight event,” said Kyle Vermeulen, Executive Creative Director at ntegrity. 

“This year’s brief challenged us to re-imagine the Carols by Candlelight creative so that it more closely aligns with best-in-class fundraising events and Vision Australia’s core brand, while strengthening the cause connection. Our focus was to bring the event’s purpose back to the forefront - positioning it clearly as a Vision Australia signature event that raises vital funds and awareness for people who are blind or have low vision. We can’t wait to see how Carol's by Candlelight enthusiasts, new and existing, embrace and act on the new creative and messaging.”  

High-res images here: https://visionau.canto.com/b/MT8GR

CREDITS:

Vision Australia

Ian Finlayson, General Manager Fundraising and Marketing

Fiona Cowie, Marketing Operations Lead

Sasha Aranyi, Head of Corporate Partnerships, Events and Community

Casey Clouston, Senior Campaign Advisor

ntegrity:

Garth Sterling, Chief Growth Officer 

Kyle Vermeulen, Executive Creative Director 

Joel Cogger, Creative Lead

Richard Miller, Copywriter

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