Outward Bound’s 50th anniversary tv spots via Senioragency aim to unlock potential and encourage development in young people
Outward Bound’s 50th anniversary tvc’s are set to take flight next week, with the Senioragency the driving force behind the ads.
Senioragency director, Chris Shulz, (pictured) said he was pleased to be involved with the campaign, given that he had completed an Outward Bound course when he was 17 years old.
Says Shulz: “That experience definitely gave me the drive and direction to get to where I am today. We’ve worked on the Outward Bound account for the past four years and it’s particularly satisfying to now be involved in helping them to officially mark their 50th anniversary.”
When it came to creating the ads, Schultz said the single-minded proposition was simply that Outward Bound had been unlocking Kiwi potential for 50 years.
Shulz added: “We needed to convey that the organisation has become part of the Kiwi psyche. Like the great OE, Outward Bound is the OBE of achieving personal self development in an outdoors setting. Because the organisation has such wide appeal from young people through
to mature adults, we needed to take a trans-generational approach.”
The outcome of that are two tvc’s – one aimed at youth aged 18-26 years and another targeting adults aged 27 years and over. While they have slightly different messaging they will appeal to both sets of audiences.