Carols by Candlelight at the Sidney Myer Music Bowl is the largest annual fundraiser for Vision Australia's children's services. In 2021, with the uncertainty of Covid restrictions and a shift in donor strategy, Vision Australia wanted to create an experience that allowed donors to better connect with the campaign virtually. Working with Vision Australia's marketing agency ntegrity, Luminary developed the concept of making a digital candle burn brighter as additional donations were made. The site was launched on 15 November, featuring a 3D animated candle made up of floating stars. Each star represented a story or donation. The stories detailed the experiences of Vision Australia’s young clients, while the donations listed donor names and their messages of support. Despite the challenges of creating an accessible immersive experience, the site managed to achieve AA WCAG compliance. The campaign finished in early January 2022. On the site, $815,349 was raised by 8021 donors.
Bronze in Digital Ads and Campaigns 2022
Thom Bransom Grace Purton-Long
Designer: Grace Purton-Long
Designer: Thom Bransom
Producer: Daniela Stoecher