Youth cancer charity Canteen is bringing a bold new energy to a much-loved tradition — Bandanna Day, in celebration of Canteen’s 40th anniversary. Known to many Australians from their school days, Bandanna Day is a chance for the Australian community to stand in solidarity with teens facing cancer. To raise awareness and support, Canteen has launched a fresh, creative visual campaign that turns the spotlight on the power of real, human connection.
Alongside a unique commercial radio partnership that is seeing SCA, ARN and Nova Entertainment band together this Bandanna Day, Canteen needed a cost-effective and attention-grabbing campaign for visual formats. Enter the “AI Fail” concept — an idea developed by Vinne Schifferstein, Marie-Celine Merret and the MADE THIS team, that uses deliberately flawed AI-generated images to highlight the absurdity of relying on artificial support, and the critical need for real help for young people facing cancer. To amplify the idea media partners have donated OOH and social placements.
“By using humour, we can humanise a serious issue in a way that resonates – it’s not about making light of cancer – it’s about making space to talk about it.”, says Vinne Schifferstein, Managing Director MADE THIS.
“We immediately got behind the idea,” said Kerry Kalcher, Canteen’s Head of Marketing & Communications. “It stands out, it’s fun, but it makes an important point loud and clear — young people need real support, not artificial help.”
The campaign features a hilarious suite of AI-generated assets rolled out across out-of-home (OOH) and social media channels, showing bizarre and glitchy imagery that’s impossible to ignore. At the heart of the campaign is a simple message: while machines are improving fast, they still can’t offer what young people with cancer need most – real, human care.
“It wasn’t actually that easy to produce the fails,” says Marie-Celine Merret, Head of AI & Creative Technology MADE THIS. “The models have improved so much over the past few months, we had to roll back to older versions of the models to produce the best and funniest fails.”
The campaign officially launched on October 1 and will run nationally until Bandanna Day on October 30.
Every bandanna funds Canteen’s life-changing support. Buy yours now at bandannaday.org.au to show young people facing cancer they’re not alone.
- Credits
- Canteen
- Janelle Cook – Executive Director, Marketing & Fundraising
- Kerry Kalcher – Head of Marketing & Communications
- Creative & Production: MADE THIS
- Vinne Schifferstein – Managing Director
- Marie-Celine Merret – Head of AI & Creative Tech
- Marianne Little – Creative Director
- Richard Swan – Art Director
- Bobby Haiqalsyah – Designer
- Bob Connelly – AI Artist
- Meera Srikanth – Integrated Producer
- Media agency: UM
- Caitlin Watters – Creative Connections Manager
- Ellie Graham – Client Partner
- Yelia Schnelle – Senior Planning Director
- Partners supporting the campaign: SCA, ARN, Nova, Acast, SEN, Producey, ATN, Motio, ScentreGroup, JCD, Cartology, QMS, VMO, oOh!, Mamamia, Pedestrian TV, The Daily Aus, Newscorp and TikTok.
