Almost one in three New Zealand adults aged 15 years and over are obese as well as one in nine children aged two to 14 years, and now Sealord is taking a stand to reduce those rates. It's on a mission to make New Zealand healthier in a new brand platform, by Ogilvy & Mather, which kicks off with a story about a father and daughter learning to swim.
A hero 60-second TVC follows a father and daughter as they learn to swim. It begins with the father comforting his daughter who's not as fast as her classmates and telling her to swim like a fish. She takes that advice in her stride, later saying she'll one day swim as good as her father. However, he's unable to swim himself and that comment from his daughter sparks him to take up lessons.
According to the release, it's designed to demonstrate the empowerment and self-confidence one can achieve through a healthy lifestyle. It also aims to build memory associations between Sealord and health at an emotional level, with the rational messaging being delivered by product spots and social content at a later date.
The premise of swimming in the TVC is fitting to the Sealord brand as it's the naming sponsor of Swim for life, an initiative dedicated to getting swimming lessons up and running as well as being a facilitator of everything a school needs to get its kids in the water.
The healthy message pushed in the campaign is supported by a series of recipes on Sealord's website and a 30-day challenge it's asking New Zealanders to get involved in in an effort to take their first steps to a healthier lifestyle.
Agency: Ogilvy & Mather/Geometry Global
ECD/creative: Regan Grafton
Agency producer: Steen Bech
Creative group head/writer: Richard Loseby
Copywriter: Gaelyn Churchill
Art director: Peter Wujkowski
Design: Reuben Boyes-Hannaford
Executive director: Aaron Taylor
Account director: Leon Cui
Account executive: Geo Rodie
Head of post production: Martin Spencer
Production company: Waitemata Film Co
Director: Rob Sarkies
Producer: Julie Elstone
Music and Sound: Liquid Studios
GM consumer NZ: Stuart Yorston
Head of marketing and innovation: Sarah Sandoval
Marketing manager frozen AU/NZ: Melissa Butler