Group of people sitting and standing on stage, wearing matching December blue beanie hats, at an event called Big Freeze 10, promoting Fight MND, with black curtain backdrop and event logos.

BF10
Don’t Say. Do

Integrated Campaign
OOH, TVC, Social

Big Freeze entered into its 10th year and with burnout from the 9 previous events, the brief was to rally Australia again, and make 10th the biggest year. Ever.
From research we found that Neale Daniher believes the mark of a person is not what they say, but rather what they do.

That was the basis of our creative idea. ’Don’t Say. Do.’
We asked Australian’s to DO and rally together with Neale and fight for t hose who no longer can.

Bf10 delivered a record breaking $20.1 million in donations for the research of Motor Neurone Disease.

Art Director - Aimee Brockley
Copywriter - Jacob Martin
Creative - Thomas Zoldhelyi
Creative editor - Sam Kidd
Producer - Tom Ryan
Producer - Sam Bromley-Linch
Director - Mitch Kennedy
CD - Tom Meredith

A man wearing a blue and white knit beanie with the word 'FREE' on it, and a light blue t-shirt, making a fighting pose with clenched fists
Two women wearing blue knit hats with pom-poms and 'FIRE' written on them, both with stethoscopes. One woman is sitting on a chair, wearing glasses and a brown and gray shirt. The other woman is standing, dressed in a white blazer, with short dark hair.
A black and white arrow pointing to the right, with a diagonal division separating the black and white sections.
Group of seven people, some wearing blue
A woman in a motorized wheelchair with two children, all wearing blue knit hats, standing against a plain white background.
The image is completely white with no visible objects or details.
Digital billboard in Sydney, Australia, displays AFL players and promotional text for buying a beanie using a QR code at a bus stop.