The humble backyard pool is a fountain 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 practical, point-based messaging that dominates the category.
Since its founding in 1976, Aqua Technics has helped shape the childhoods of generations of Australians. Hypnosis took this insight and set out to find some golden nuggets from which to build an emotional story.
A deep dive into photo albums (and even some old tapes) sparked the idea of highlighting memories “built like no other” — the company’s slogan — at the Aqua Technics pool. Photos were scanned, old footage was converted, and reminders of times well spent were replayed in a 30-second ad and a 15-second cut for free to air on TV.
These ads represent a new step in Aqua Technics’ messaging and a proud moment for Hypnosis employees and collaborators, whose childhood photos may or may not appear in the ads.
The campaign was launched to coincide with the Olympic Games.
“We chose the sentimental route because pools are the creators of sunny, wrinkle-filled childhood memories,” said Jay Patrick, co-founder and creative director of Hypnosis. “What parent wouldn’t want that for their kids?”
Credits:
Agency & Production: Hypnosis
Executive Creative Director: Jay Patrick
Copywriter: Laura Blondell
Planning Director: Andrew Durack
Designer: Tina Milosic
Director and Editor: Frank Carroll
Sound Design: Justin Bryan
Managing Director & Production: Amber Martin
Brand Manager: Gianni Corvaia
Client: Aqua Leisure
Marketing Manager: Mary Voss
General Manager: Lynley Babineau
