New Zealand’s Cannes Contenders: Clemenger BBDO Wellington and Whybin\TBWA Auckland
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…
Clemenger BBDO
When partying down and chilling with your mates, the last thing you want to be is a killjoy. But once you consider the outcome of saying nothing to your drunken buddy who is about to drive, the grim truth unfolds. The Sweet Shop’s director Steve Ayson and Clemenger BBDO Wellington paint a charmingly real and funny image for NZTA of what it might be like to say nothing – making speaking up, the far better option.
Clemenger BBDO
Tired drivers are a big contributor to New Zealand road deaths, but most people think they aren’t at risk. Over New Zealand’s busiest holiday weekend, we secretly photographed each car boarding the ferry between our two main islands. During sailings, we used the photos to create personalised ads, left for people to find when they returned to their cars. As a result, thousands of people saw themselves in the ad, just as they started their road trips.
AIM Proximity (with Saatchi & Saatchi)
To celebrate 60 years of Land Cruiser Toyota are launching the new FJ Cruiser in NZ. To do this they took the truck on an epic journey, from the top of New Zealand, to the bottom..Off Road.
Whybin\TBWA
People donate and wear poppies as mark of respect and their contribution, influencing others contribute to. For a younger audience, social networks provided another social context for this scenario to play out. Instead of cash the agency also noted their comfort with mobile transactions thanks to the app economy. So for the 90th anniversary of the poppy, the agency proposed a something new. Just as ANZ sold poppies in-branch, why not sell virtual ones online? At anz.ac.nz users simply SMS’d their twitter names, making an instant donation donation and receiving a virtual poppy on their twitter avatar.
Whybin\TBWA
Christianity and Christmas should go together like fish and chips. But for many, the true meaning of Christmas has all but been forgotten. Whybin\TBWA was tasked with reacquainting people with this lost tradition. The agency’s solution was to create a piece of art. Resembling an oil painting, it shows The Virgin Mary at the exact moment the impossible happened. With pregnancy test in hand, she looks on in disbelieve as two small pink lines appear before her. In the true spirit of Christmas people shared the image, as did national TV networks and newspapers, spreading the story of Mary and her positive test far and wide. You can’t make people go to church, so TBWA took the church to the people.
Whybin\TBWA
To reinforce the idea that you can choose the life you want, the agency launched a campaign to embrace an active approach to life – with Sovereign as your life partner. They created an online interactive game called ‘Life’s Choice’, to allow people to explore how their lifestyle choices related to their happiness and health. A full complement of online display advertising utilizing real-time polling to allow Kiwis to discover what their choices say about them, their health and happiness, drove their audience to the site – with the added incentive of winning their share of $15,000 to spend on themselves or their family’s life. After playing the game people were able to compare scores, share their ‘achievement badges’, download their life-plans as screensavers and post their results across their social networks.
Whybin\TBWA
It’s hard for people who don’t live with MS to understand what the loss of feeling and control feels like. So the agency created a range of numbing soaps that allow people to get a feeling for what people living with MS potentially deal with on a daily basis. By adding a topical anesthetic to pH neutral soaps, we were able to replicate Parenthesis, a common numbing and tingling feeling in the hands that often accompanies the onset of more series MS symptoms. These special soap packs were sent to key media people around Auckland.