In November last year, 16 creative teams were given a brief, some sustenance and one hour to come up with an outdoor campaign for Surf Life Saving New Zealand as part of Adshel's Creative Challenge. Colenso BBDO's Ben Polkinghorne, Scott Kelly and Salah Ben-Brahim came out on top, and their concept has now migrated into the real world and forms the basis of the charity's winter campaign.
- Check out some of the best pressurised ideas from the night here.
Last year the challenge was to show that while everyone is pining for summer during the winter months, over 16,000 lifeguards throughout New Zealand are training for it to ensure they are in top shape to protect beach-goers once summer rolls around. And the ‘Give Us a Hand’, campaign, which includes three strong supporting messages—‘Without Your Support We Wouldn’t Exist’, ‘What if the Bus Never Came?’ and ‘We Haven’t Taken a Holiday in 102 Years’—was launched this week in 150 bus shelters across New Zealand.
"The Winter Appeal is an important event to raise much needed funds along with awareness of lifesaving services at a time when the beach isn’t front of mind," says Surf Life Saving New Zealand chief executive Paul Dalton. “It’s all about protecting our community in the water. The safety of people on the beach is our core business and lifeguards patrolling the beach is an integral part of that. The beach is New Zealand’s favourite playground and with your support we can ensure lifeguards are there for you when you need them."
The campaign features both ‘text to donate’ and ‘online giving’ call to actions, which will be the key driver of fundraising for the Winter Appeal (Text Surf, Dip or Winter to 4483 to donate $3 (through Run the Red) or click here to make an online donation).
"We are very proud of our Creative Challenge event and the opportunity to support the Surf Life Saving New Zealand Winter Appeal," says Adshel's New Zealand general manager Nick Vile. "It really encourages participants to think about the most effective creative execution for our format and the winning concept from Colenso is a great example of this. The campaign will be visible on our shelters from major business districts to outer lying suburbs, which offers SLSNZ the opportunity to really engage with the community and maximise their fundraising efforts.”
The campaign is live until 30 June and is being endorsed by SLSNZ ambassador and songstress Jamie McDell.