Great Australia Day Duck Race; a charity event is held annually here in Melbourne during Australia Day by Life Saving Victoria. This special event will have Victorians witnessing the biggest spectacle of bright yellow rubber ducks racing down the Yarra River. And with every adopted duck, the money donated will aid & benefit the development of lifesaving activities bringing about safer waters & beaches for all Victorians to enjoy. Utilizing the online environment, a unique concept was realized portraying how passionate & emotional it can be to adopt a duck with Lifesaver caps! Each duck was given special characteristics and strengths by their different adopter; The bubbly granny (shown above), and opens up a whole world of emotional ties and believes that their duck will emerge the winner… and perhaps they will.

The young health enthusiast

The serious contender

Concept & visuals applied into an Edm (electronic direct mailer) format.

Storyboard for online banner campaign.

Watch the online banner in action.