DraftFCB continues its 'Ease up on the drink' campaign for the government with a new take on an old problem in the New Zealand drinking psyche: peer pressure.
The new 'Say Yeah, Nah' campaign for the Health Promotion Agency (which has absorbed the Alcohol Advisory Council) shows New Zealanders it's okay to say 'yeah' to a good time and 'nah' to needing alcohol to have it. A 60-second TVC is the corner piece of the campaign, playing on our love of a good bromance and iconic Kiwi vernacular.
"We wanted to show a part of the Kiwi drinking culture that doesn't get much attention," says DraftFCB executive creative director Regan Grafton.
"We've all had moments with friends where there's a pressure to drink in order to have fun. This gives people a [phrase] to use without offending their friends."
Grafton says the TVC above will air on all the major TV broadcasters, before being replaced by a 30-second cut down version later in its run time. It is supported by print and outdoor material, as well as collateral for placement inside of bars. Social media elements are in the works, but not ready yet he adds.
While the TVC focuses on two 30-something men, the print versions will explore different age groups and peer pressure specific to women.
Grafton says DraftFCB does several projects for the HPA, but isn't its sole agency.
Regan Grafton – Executive Creative Director
Kelly Lovelock – Senior Art Director
Hywel James – Senior Copywriter
Brian van den Hurk – Chief Operating Officer
David Thomason – Head of Strategic Planning
Carl Sarney – Planner
Trevor Shailer – Community Partnerships Director
Donna Lewis – Account Director
Sarah Meikle – Senior Account Manager
Pip Mayne – Head of Content
Sascha Mortimer - Producer
Nick McFarlane – Senior Designer
Michael Braid - Designer
Greg Wood – Digital Creative Director
Kevin Akers – Head of Digital Production
Rachel Leyland – Media Manager
Karen Tipper – Media Manager
Sarah McEwan – Media Buyer
Moniquea Frear – Media Buyer
Harri Owen – Head of Digital and Content
Steph Pearson – Digital Director
Allanah Tatana – Senior Digital Media Planner/Buyer
Charlotte Broadbent – Digital Campaign Manager
Eamon Hoolihan – Search Director
Production co – Exit Films
Director – Garth Davis