NZ Cannes Contenders (part two)

June 9 2009, 11:29 pm | BY Lynchy | 5 Comments

Over the next two weeks in the lead up to the Cannes International Advertising Festival, Campaign Briefwill be showcasing the NZ work we believe will impress the judges…

FRUIT-BURST.jpgCLIENT: PASCALL’S FRUIT BURST

CAMPAIGN: BURST

AGENCIES: DDB NEW ZEALAND

This idea has more layers than a P&G brand onion, but thankfully it’s not quite as boring.

On the surface, it’s a billboard demonstrating the brand promise, but look closer and it’s also a promo, a sampling campaign, an event, a direct response piece and a website.

First we made a giant inflatable strawberry and filled it with tens of thousands of Fruit Bursts, then placed it on a billboard next to a giant pin. Over the course of a month, the strawberry got bigger and bigger and inched closer and closer to the pin.

By going online to whenwillthefruitburst.co.nz people could view a live video feed to the billboard and guess when it would finally burst. The person who got closest to the exact time and date won $5000.

Hundreds of people turned up to see it burst on Halloween and thousands more watched it live online. Those who turned up were rewarded by being showered with thousands of Fruit Bursts. It was effectively one giant lolly scramble.

With just one billboard we managed to reach millions of people worldwide.

Picture 171.pngCLIENT: RODNEY DISTRICT COUNCIL

CAMPAIGN: GRENADE

AGENCIES: SAATCHI & SAATCHI, AUCKLAND

TheRodney District contains a highway that leads north of Auckland, NewZealand’s largest city. It’s one of the most dangerous roads in NewZealand and has a rising death toll due specifically to speeders. Themessage: Slow down. Rodney District Council wanted to prove how violentthe force in a crash was, so we had an engineer calculate what a headon collision would be equal to in grenades. At 125 kph it is equal to10 grenades exploding. To demonstrate this we blew up a car, collectedthe debris, reconstructed it with 1000’s of pieces of string andinvited people to see it. Visitors included the Deputy Mayor, head ofpolice, TV3 news (one of New Zealand’s main news station) and, but mostimportantly, a surprising number of 18-25 year old males.