The humble backyard pool is a source of fond memories for Australians. When Aqua Technics, Australia’s most trusted pool supplier, approached Hypnosis for a creative campaign, they were looking for something different from the functional, evidence-rich messaging that dominates the category.
In business since 1976, Aqua Technics has helped shape the childhoods of generations of Australians. Hypnosis recognised this and set to work to find valuable material from which to construct an emotional narrative.
A dive into photo albums (and even old cassettes) gave birth to the idea of showcasing memories “built like no other” – the company’s slogan – in an Aqua Technics pool. The photos were digitized, old footage was converted, and memories of good times were remade into a 30-second spot and a 15-second clip for free television airing.
These spots mark a new milestone in Aqua Technics’ message and a proud moment for Hypnosis staff and collaborators, whose childhood photos may or may not appear in the spots.
The campaign was launched on air during the Olympic Games.
Guy Patrick, co-founder and creative director of Hypnosis, said: “We chose the emotional route because swimming pools bring back sunny, wrinkled and healthy childhood memories. What parent doesn’t want that for their children?”
Credits:
Agency & Production: Hypnosis
Executive Creative Director: Guy Patrick
Editor: Laura Blundell
Director of Planning: Andrew Durack
Creator: Tina Milosic
Director and editor: Frank Carroll
Sound design: Justin Braine
General Manager and Production: Amber Martin
Brand Manager: Gianni Corvaia
Client: Aqua Leisure
Marketing Manager: Maree Voss
General Manager: Lynley Papineau
