Saatchi’s, Telecom launch all-Kiwi collaboration
A new communications campaign developed by Saatchi & Saatchi and Telecom launched this week and leverages a unique collaboration of artists, animators and regular New Zealanders.
The project was an all-New Zealand collaboration. Saatchi & Saatchiand Telecom invited real New Zealanders to share their sparks.Illustrators and animators then created depictions of these passionsusing real footage and material supplied by eight selected NewZealanders. A mountain climber, a lifelong cricket fanatic, a younggirl who loves the zoo and a mad-keen motorcyclist were among thetalent chosen.
Says Murray Streets, general manager at Saatchi & Saatchi: “Telecomis on an amazing journey of change as a New Zealand company. The clientchallenged us to define the role of the brand in New Zealanders’ lives,then to bring this to life in a fresh and confident way. The campaignhad to focus on New Zealanders and not be all about us and our productsand services which is the conventional way Telcos around the worldcommunicate.
“Through conversations with New Zealanders itbecame clear that there’s a little light or spark of passion in eachand every one of us. It’s the one thing that really inspires ormotivates us.”
Says Luke Chess, creative director, Saatchi & Saatchi: “It was afantastic process, working so closely with such a diverse range ofartists, illustrators and everyday New Zealanders. And an interestingchallenge, working with real people’s photographs, video and mementos.Rachel, Paul, Angela and the rest of the crew from Underpants TVcompletely got the idea, and brought an incredible level of craft tobear over a surprisingly short timeframe. Telecom themselves wereunswervingly supportive and understanding of the organic nature of theprocess. And the result is something truly fresh and joyful.”
New Zealanders can also visit www.lightofmine.co.nzto find out more about the story behind the campaign and share theirown spark with Telecom. 30 lucky New Zealanders will win a specialChristmas gift to help their little lights shine that bit brighter.
8 Comments
No phones, no computers … surely this isn’t a pure brand ad for Telecom?!
My entire family is split over this. My parents, wife, and kids love it, but I prefer the Vodafone ‘Microwave TV Xmas’ inspired idea with the old-skool cellphones..
That ‘Vodafone’ spot has been done before (a few times…) No, we like this ‘telecom’ spot fresh and very well directed!
Designworks should be shot for selling an arsehole to them for a logo tho…but I do love the Al Blacks trotting out with a great big Areshole on their shirts..that’s bloody geius..
I thought DNA did the design work for Telecom? Either way, 200K for dross, I’m in the wrong game.
New logo = barking spider.
Drawing on walls has been done before too. Ever since that Groove Armada film clip, but I like this.
The logo’s definitely a great big Arsehole and I love how the sun shines through it on the last frame.
9.52. HAHAHAHAHAHA! Shit. Hadn’t see the arsehole. Now it’s all I can see! A puckered one too. Bugger me.