VMLY&R’s 'The Endangered Generation?' Wins at the MADC Creative Showcase

‘The Endangered Generation?’ had a fantastic night at the 2023 MADC Creative Showcase, with VMLY&R and Sweetshop & Green taking out Best in Show, Non-Charity as well as a Gold in Brand Experience & Technology.

The campaign for Monash University, which featured the first babies born on the 1/1/2020, included a television commercial, large format outdoor and interactive exhibitions, that highlighted the critical issues impacting future generations. In collaboration with Sweetshop & Green they produced a feature length documentary directed by Celeste Geer and narrated by Oscar Award-winning Actress Laura Dern, that was shot over two years. Through interviews with experts, activists, and young people from around the world, ‘The Endangered Generation?’ examines the urgent need to take action to protect our planet.

Jake Barrow, group ECD at VMLY&R said: “It’s very satisfying winning the top gong at your local award show, with a local client and local production partners, on a project that is out there trying to change the world. It goes to show the strength of the Melbourne industry.”

Producer and managing director of Sweetshop & Green, Gal Greenspan said: “We are proud to have partnered with Monash & VMLY&R to bring this important and impactful project to life."

See The Endangered Generation? at Q&A screenings around Australia from June.