By confronting the problematic use of the earth's resources and offering a solution, Z Energy has taken home Colmar Brunton's March Ad Impact Award for the second year in a row with 'We can do better'.
The 45-second TVC (thought to be by Assignment Group) makes audiences aware that there’s a problem affecting New Zealanders which is the fact that we’re using up the earth’s resources while trash keeps piling up. Using a voiceover to explain, Z Energy acknowledges its part of that problem and encourages New Zealanders to join it in its efforts to care for the planet, such as recycling coffee cups and making use of biodiesel.
According to Colmar Brunton, Kiwis loved the execution and found it enjoyable despite being a serious topic. It created an affinity for the brand as the public says it portrays Z Energy as setting the trends and makes them think the brand is different to others.
The public also found the information conveyed was new but still relevant and easy to understand thanks to the cartoon-style.
“It is also encouraging to see that this advert has generated a lot of talkability among the group. It is with no surprise that ‘We can do better’ makes Z Energy seem more appealing and that Kiwis are more likely to use them in the future,” Colmar Brunton said.
And while there could only be one winner, Oceania Healthcare’s ‘Rest home gets a kitten’ was a runner up for the month.
It portrays Oceania’s Healthcare staff as really going the extra mile to ensure their residents are happy by showing an elderly lady, who refuses to leave her room, enticed out by a kitten.
“Again, a highly enjoyable ad, which makes the public love Oceania Healthcare. The advert is seen as credible and creates an appeal for the brand,” Colmar Brunton said.