New World avoids dullness once again with its ode to sport

  • Advertising
  • September 10, 2012
  • Ben Fahy
New World avoids dullness once again with its ode to sport

Colenso BBDO and .99's impressive 'Every Day a New World' brand campaign received a bit of international attention when it was released and was even used in an opinion piece in Mumbrella to prove that New Zealand's advertising was better than Australia's. And now, to celebrate its love of sport—from its sponsorship of the Silver Ferns to its support for a range of local sports teams around the country—and show that it's the place to go to feed the troops, it's released another good one called 'Game Day'. And it may be the only supermarket ad ever made that references the nervous sporting poo. 

http://www.youtube.com/watch?v=72otwju7UUWhen we chatted with Foodstuff's group general manager of marketing Steve Bayliss about the 'Every Day a New World' campaign he said the biggest risk you could take is being dull. And like the first three ads, this one, which was shot beautifully by Darryl Ward from Curious (the first three were shot by Patrick Hughes of Finch), can't be accused of dullness.  

Bayliss said the visual metaphors included in the ads added another layer of interest, but they were also based on research around how the brain processes creativity, because "if you leave little treats", viewers are rewarded when they solve those puzzles, which helps imprint the messages in their brains.

In a competitive sector like grocery, Bayliss said the points of parity around value and price are crucial and the "hard-edge retail stuff and more assertive promotional material" is there to ensure consumers know they can get a good deal. "But if you're only focusing on that, as has largely happened in Australia, then it's a race to the bottom. You need to ask 'what is it that makes us different?'"

And this campaign continues to do that. 

Credits:

Foodstuffs New Zealand Ltd

Steve Bayliss                        Group General Manager Marketing

Jules Lloyd                             Group Brand Director

Margaret O’Sullivan        Group Retail & Sponsorship Marketing Manager

 .99          

Craig Whitehead               CEO/Executive Creative Director

Mark Easterbrook             Head of Copy

Dom Antelme                      Senior Art Director

Kay Airey                                 TV Producer

Vicki O’Leary                        Head of TV & Motion Graphics

Jillian Stanton                     Group Account Director

Kathryn Thomas                Senior Planner

 Colenso BBDO   

Steve Cochran                     Executive Creative Director

 Curious Films Ltd              

Darryl Ward                          Director

Andy Mauger                        Producer

Luke Haigh                             Offline Editor

Blockhead           

Nigel Mortimer                                     Online Editor

Coopers of Franklin Rd  

Jon Cooper                            Sound Design

Franklin Rd

Jonathan Hughes              Music Licensing

Music track                           “Bang”  Bonde Do Rolê feat. Kool A.D.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit