New Zealand’s Cannes Contenders: Colenso BBDO and Barnes Catmur & Friends
How will NZ perform at Cannes this year? In the lead up to the Festival, Campaign Brief showcases the work we hope will impress the judges…
Colenso BBDO
Three new electric flavours. One extreme idea. A fully-functioning pinball machine you can skate. Become the ball in a world first skatepark, wired with sensors, sounds and lights, to score your run just like pinball. Enlisting the help of two kiwi skaters and a BMX rider, the campaign documents the build of the park leading up to the launch on 4 June 2011 with an invitational skate comp for 30 of New Zealand’s best skaters. The park was open to the public for 3 weeks until 26 June 2011.This integrated campaign also consists of a 30 sec TVC, a 30 min TV show, a website, a video blog and a “making of film” .
Colenso BBDO
By adapting the way 3D glasses work the agency was able to simultaneously project two entirely different films on the same screen. The groundbreaking project was created in partnership between FINCH and Colenso BBDO. Utilising the technology, Nic Finlayson shot two beautiful parallel stories – one of a mistreated dog who gets rescued, the other of the same dog who tragically never gets found. Before the movie cinema goers were faced with a choice: Donate and receive a yellow pair of glasses, or pay nothing and receive a red pair. That choice decided the fate of the dog on screen. The cinema experience created a powerful live demonstration of the power of a donation.
Colenso BBDO
Back in ’87 everything was big. Big hair, big sweaters and one big problem. Wine was in and beer was out. Kiwi guys pretended to like wine to fit in, but they never stopped thinking about beer. Luckily neither had Morton Coutts of DB Breweries. Morton figured if guys were drinking wine to appear more sophisticated, he’d brew a more sophisticated beer. A premium lager that was both crisp & refreshing, but still full of flavour. He called this beer Export Dry. 25 years later, guys can still say no to wine thanks to Export Dry.
Colenso BBDO
Monteith’s wanted drinkers to know that their cider contains fresh fruit, not concentrated fruit syrup like their competitors. So the agency slipped real apple tree twigs into Monteith’s cider boxes. Within a week, New Zealanders were asking for an explanation via facebook, radio and the Monteith’s call centre. After two weeks, the agency apologised for the ‘mistake’ through PR, press, patched billboards and on-pack stickers. Every apology spread the simple message: the fruit in Monteith’s cider comes from a tree, not a can.
Barnes Catmur & Friends
Hell Pizza lives up to its name in this campaign from Barnes, Catmur Auckland.
Barnes Catmur & Friends
With a small launch budget Barnes, Catmur & Friends Auckland decided that the best way of making some noise, and at the same time ensuring Boundary Road brewed a beer that people liked, was to involve consumers in the making of the beer itself. The agency ran press ads, billboard, reachblocks and online ads directing consumers to The ChosenOne.co.nz. There they would take a quick quiz to ensure that they had some knowledge of beer and, if successful, would go into the pool from which our 999 Beer tasters would be chosen. Successful applicants were couriered out a pack of three beers brewed in different styles. The tasters then entered their votes online and the beer judged the most popular is to be brewed and released as The Chosen One in August. All of the lucky Beer Tasters are to be thanked on a billboard at launch and one lucky one will receive a $6,000 micro-micro-brewery.