Animation

Northern NSW Councils
Love it or Lose it

Illustrated animated map of Ballina region with roads, rivers and landmarks, detailed 2D motion graphics aerial view

The Client

The collective councils within the NSW Richmond River catchment, led by Ballina Shire Council, required a provocative campaign that could help communicate the complex environmental challenges facing the Richmond River and its wider estuary system. Once known for supporting highly productive ecosystems and rich biodiversity, the Richmond River estuary has since experienced significant decline. Land use changes, habitat degradation, pollution and overfishing have all contributed to declining water quality and the loss of native fish species.

The Challenge

The NSW Richmond River Catchment Councils engaged Ravel to develop an attention-catching campaign that would promote discussion among local council residents and raise the profile of water use within the region. The councils did not want the campaign to single out or blame any one group, polluter or industry for the decline of the river. Instead, the narrative approach needed to keep the message broad and community focused.

From a creative direction perspective, the councils were looking for something visually distinctive and entertaining, a change of pace from their usual corporate communications. The tone needed to feel quirky and humorous, while remaining appropriate for local government.

Ravel's Solution

Ravel developed a stylised 2D animation concept for the campaign titled 'Love it or Lose it'. The campaign centred on illustrated characters and expressive motion design, brought to life through frame by frame animation and playful visual storytelling. The team produced three animated short films, each focusing on a specific environmental issue, with multiple edits optimised for TV broadcast, cinema screenings and social media channels.

Alongside the animation production, Ravel developed a full illustrated character set and visual asset library to support the campaign. These supporting materials including illustrated booklets, campaign graphics and a dedicated landing page, ensuring a consistent animated visual style across all touchpoints.

Results

  • Ballina Shire Council noted that the campaign’s performance received much positive feedback from the Richmond River Council members and residents.
  • The campaign won a RH Dougherty Local Government NSW ‘Excellence in Communication’ Award.
  • The campaign has also received a ‘Highly Commended’ in the Local Government ‘Excellence in Environment’ Awards in the Communication, Education and Empowerment Division.
  • The campaign also received an award at the Brisbane Advertising and Design Awards.

The work

Client Feedback

After a very competitive market response Ballina Shire Council engaged Ravel to produce three environmental education animated videos on three different topics. Due to our great working relationship and quality of work the project expanded and Ravel delivered three, three-minute videos, three 30 second TVCs/cinema adverts, a landing page, and a series of factsheets. From the start the team at Ravel impressed Council with their targeted project submission that nailed the project brief. It has been a pleasure working with the Ravel team and they will certainly be the first agency we call when looking to do similar work in the future.”

Kristy Bell – Environmental Health Officer – Ballina Shire Council

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