“The Field” is Australia’s new disability-inclusive employment platform built by, and for, people with disability
Creative technology agency, whiteGREY has led the Field’s launch creative, strategy and content creation across TV, digital and social platforms.
The launch campaign commences with social assets. TVCs, outdoor and further digital assets will be in market early-2023. This campaign is the first to market since whiteGREY was appointed as the Field’s creative agency of record earlier this year, following a highly contested pitch.
Magdalina Triantafyllidis, managing director, whiteGREY Melbourne said her team were honoured to work on, and learn from, a business that aims to change the lives of people with disability seeking employment; plus have the opportunity to work alongside Australian of the Year, Dylan Alcott AM, (who co-founded the business), a person with values, integrity and the pursuit of a more equitable society at his core.
Triantafyllidis said: “Sometimes in your career an agency gets to work for an organisation with purpose, such is the work we are doing for the Field. The collaborative nature of our client relationship is phenomenal and I can proudly say whiteGREY has evolved as an organisation and become more mindful of the challenges people with disability face when seeking employment.
“Diversity and inclusion have always been part of our agency’s DNA, but our pledge to be inclusive feels all the more authentic now we are working with Dylan and his team. We are proud to say whiteGREY will be a ‘First on Field’ foundation client for the Field and we look forward to welcoming our first team member found via the platform.”
whiteGREY’s executive creative director Melbourne, Joe Hill added: “The creative process has been unique. It’s been heavily consultative, with inclusivity at its centre. The Field has a lovely philosophy of calling-in not calling people out. People with lived experiences have been key decision makers and valuable consultants throughout the process and our creative ideas have been largely generated directly from the experiences shared with us.
“We can’t wait to see the work in market over the coming months,” Hill concluded.
The Field’s co-Founder, Martin Alcott said: “whiteGREY’s passion, energy, diversity and respect was evident during the pitch process and was exactly what attracted us to the team. We are looking forward to seeing the campaign in market and achieving our goal of ensuring the Field has a positive impact on Australia’s employment market.
“Thank you to the Field’s Associates and Consultants who shared their time, experiences and kindly nudged us, with a special mention to Scott Harris who heavily inspired one of the scripts directly through his lived experience,” Alcott concluded.
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