ACC releases new campaign via Film Construction and VML

Leading New Zealand production company Film Construction has collaborated with VML to launch a campaign for ACC (Accident Compensation Corporation).

Directed by Perry Bradley, the new spot takes viewers on an emotional journey, telling the story of a man’s recovery from an injured shoulder. Guided by his physiotherapist, we follow his rehabilitation and motivation to overcome his setback to be ready for a significant life event.

Bradley says: “This project was about capturing the quiet heroism of everyday New Zealanders. It’s an honest, warm story about determination to recover from injury and the personal motivation driving that. Ordinary people going about their recovery so they can get on with life and what matters to them. That’s what I wanted this to feel like. And I think we got there.”

Humour and humanity

Bradley highlights the attention to detail that brought the narrative to life.

“We found real emotion in the smallest gestures: a milk bottle repurposed as a rehab tool, the reassuring squeeze of a partner’s hand and the quiet triumph of a man returning to work.

“The humour and humanity carried through just as I’d hoped, balanced by a finale that still gets me every time I watch it. Cam Ballantyne wrote an indie ballad that fitted the arc of our character’s journey, and I’m still humming the hook.”

ACC head of external engagement Shaun Jones says: “The messaging supports the work ACC and health professionals do every day to help people with non-serious injuries like sprains and strains to get back to everyday life, sooner. We know people have different motivations when recovering from an injury and the emotive recovery story we’re sharing shows the benefit of, and encourages people to play, an active role.”

Kim Pick, group executive creative director at VML, says: “The campaign weaves in moments of levity, demonstrating that a recovery journey is a holistic process that includes gentle movement and staying connected with others.

“We wanted to show how an active recovery can help you get back to what matters, sooner.”

The campaign, supported by media agency MBM and research company TRA, will roll out across digital platforms and social media channels nationwide.

Credits

ACC

• Head of External Engagement: Shaun Jones
• Manager Brand and Identity: Helena Cooney
• Strategic Advisor: Julie Connal
• Manager Customer Partnerships: Anna Santos
• Senior Advisor, Brand & Identity: Sophie Erasmuson
• Digital Marketing Manager: Pranav Singh

Production Company: Film Construction

• Director: Perry Bradley
• EP: Belinda Bradley
• Producer: Andy Mauger
• DOP: Marty Williams
• Editor: Tim Mauger
• Colour: Pete Ritchie
• Online : Leoni Willis / Toybox
• Composition: Cam Ballantyne / Beatworms
• Photography: Steve Boniface / Loupe Agency

• Agency: VML
• Media: MBM
• Research: TRA