Personalised number plates company KiwiPlates have launched a new campaign with Saatchi & Saatchi.
A sweet love story set against the nostalgic backdrop of a roller skating rink, the spot features the classic love song, I Love You Always Forever by Donna Lewis.
It shows how personalised plates can represent something truly meaningful in people’s lives, marking a new approach for the brand.
KiwiPlates Marketing Manager, Karl Plank says: “Plates are commonly known for being fun and getting attention, but many people get them to celebrate things that are important to them.
“We wanted to shine a light on this aspect of personalised plates as a way to reach people who might not have considered one before.”
Saatchi & Saatchi CCO, Steve Cochran says: “Connecting brands with people through emotional storytelling is what we as an industry always want to be doing. If there was ever a brief that asked for just that, this was it. Tell a meaningful story about a license plate.”
Director at Sweetshop, Zoe McIntosh says: “I loved making this spot. As a 90s kid I can relate far too well to all that awkwardness, all those bad fashion choices, and feeling all those buzzy feelings that are so prevalent in the script.
“The heart of this spot is an authentic, human and emotive truth that anyone, no matter how old, can relate to.”
The ad was filmed during the night at a skate rink in Glenfield.
Both 60 and 30 second versions launched to coincide with the Tokyo Olympic Games.
Managing Director: Mark Wilson
Marketing Manager: Karl Plank
Marketing Coordinator: Christie McPherson
Creative agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Agency Producer: Jane Mill
Copywriter: Rebecca Sharp
Art Director: Matthew Aitken
Chief Strategy Officer: David McIndoe
Group Business Director: Nick Bulmer
Business Director: Kate Gyde
Business Executive: Zoe Lloydd
Production company: Sweetshop
Director: Zoe McIntosh
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
Producer: Anna Stuart
DOP: Marty Williams
Editor: Julian Currin
Grade: Dave Gibson
Online: Stu Bedford
Music: “I Love You Always Forever” written and recorded by Donna Lewis
Music search and licensing: Jonathan Mihaljevich, Franklin Rd
Audio post mix: Stefaan Van Leuven, Franklin Rd
Media Agency: Zenith
Group Business Director: Susan Benseman
Digital Business Manager: Tonga Snook
Business Manager: Kim Gribble