Q Card has launched a new campaign via Federation that tells the story of campervan through a montage of nostalgic shots that show the vehicle being handed down from one generation to the next.
Federation creative director Matt Campbell says that the campervan was chosen as the protagonist of the story because it often seen "as an embodiment of the precious life memories we all aspire to experience and then somehow hold on to".
"Looking at the category, and keeping Q Card’s smart, friendly and down-to-earth personality in mind, it was clear we needed to avoid lofty, patronising and earnest territories," says Campbell. "We also didn’t think it was appropriate to be overtly entertaining, silly or flippant (money’s not funny) and we didn’t want to lead from the negative (if something unexpected happens, we’ve got your back)."
To bring the story to life, Federation turned to Tomorrowland's Justin Howard, who had previously impressed the agency with his work on 'High Road,' a gritty independent web series set in a campground in Piha.
Music stood out prominently in the web series, and this theme has also been carried to the new ad, which uses a backtrack rather than dialogue to relay the story.
"Through discussion with Justin, and knowing how hard it is to create an emotional feeling in 30 seconds, we knew we were looking for a great song," Says Campbell. "Buzz Moller (Voom) immediately came to mind, and with powerful songs like 'Beautiful Day' under his belt, we commissioned him to write and record the song."
The creative approach used in the new ad is quite different from that which has been employed in previous Q Card spots, which have taken a much more literal approach to explaining what Q Card offers.
“We were really pleased with the creative – Federation engaged us in a collaborative process to explore several territories and concepts," says Q Card chief business development manager Stuart Cameron. "We took two ideas to research, garnering some valuable customer insights that were folded into the script. We’re proud of the final product and believe it will continue to drive the growth that Q Card has seen over the last three years”.
Client: Fisher & Paykel Finance
Marketing Team: Rachelle Crowe, Hugh Robinson, Jasmine Millar
Account Team: Liz Adams
Strategy / Planning: Sharon Henderson, Emma Fern
Agency Producer: Leela Menon
Creative Director: Matt Campbell
Writers: Danny Brown, Matt Campbell
Art Director: Matt Campbell
Production Company: Tomorrowland
Director: Justin Harwood
Producer: Annabel Carr
Editor: Jeremy Masters
Music / Song: Buzz Moller
Mix & SFX: Glen Cleaver, Big Pop Studios