DraftFCB knits a billboard for UNICEF
New Zealand’s first ever knitted billboard was unveiled today by UNICEF New Zealand in Auckland’s CBD.Because there’s nothing worse than hand-knitted naffness. The six by three metre Billboard created by DraftFCB is 100% knitted and sits on the corner of Pitt Street and Greys Ave for the month of December.
The billboard encourages people to “Say No To Naff” this Christmas and purchase gifts from UNICEF’s ‘Inspired Gifts’ range.
In addition, DraftFCB has placed 10 Eyelites inside various Auckland shopping centres to promote the campaign and intercept shoppers while they search for gifts. One Eyelite features the actual ‘Say no to Naff’ Christmas jersey.
The campaign is also running across press and magazine Xmas Gift Guides, and online on web sites such as Facebook, Trade Me, Youtube and Google search.
“This year, we’re asking people to say no to naff gifts that clog up cupboard space, by encouraging people to buy something that will be appreciated by the under-privileged children across the world,” says Dennis McKinlay, UNICEF New Zealand executive director.
UNICEF also guarantees that your gift is sent to a child in need with 100% of the purchase price being spent on the gift and distribution. Worldwide, UNICEF sent over 8 million ‘Inspired Gifts’ to 76 countries last year.
Agency: DraftFCB, Auckland
Executive Creative Director: James Mok
Creative Director: Tony Clewett
Head of Craft: Nick Smith
Art Director: Antony Bell
Copywriter: Adam Taylor
Account Director: Kate Heatley
Account Executive: Sonja Corbett
Media Planner: Jonathan Speed
Production Manager: Eric Thompson
APN Outdoor Account Manager: Scott Bibby
EYE Account Manager: Andrea Van Der Westhuizen
NZ Knit Co: David Walker
14 Comments
This is cool and all, but it is a blatant award entry.
I stood underneath this billboard and couldn’t tell that it was knitted.
Hope it didn’t cost too much, because it’s not worth it.
Cool. I like.
Hate to be a hater. You sure it’s knitted? Looks like vinyl skin.
LOOKS VINYL NOT KNITTED!
“New Zealand’s first ever knitted billboard” that’s a great way to say “It’s been done many times around the world”.
Walked past it today. It’s definitely knitted. Get over it.
Knitted or not, it’s still a pretty lame idea.
Do poor hungry black kids like?
8.24 is right. Not original, why bother posting it. Or even making it! Try thinking up something new and different. Oh, that’s right you can’t, you’re Draft.
I wonder if the amount of money that will get donated to unicef thanks to this billboard will be more than the amount of money it cost to actually make it?
I really like it. I heard they got it free, so good on APN for that!
Was stopped at the lights by this yesterday. It may well be knitted but you can’t tell from where my possibly myopic eyes were. I’m sure it will appear very knitted indeed on the entry video though.
3.29 i work at draft and that is hilarious!!!
What’s with all the hate mail kids?! It’s so good to see the industry supporting different approaches to media. Nice one! Keep up the positivity guys…haha. What a pack of cocks!