DDB Group has teamed up with AA Insurance, in partnership with children’s charity Variety, to help Kiwi kids dream big.
With one in ten children living in poverty in New Zealand the new ‘Dream Beds’ campaign is designed to fund beds for Kiwi kids who need them most.
The campaign message is simple; while many children dream about having a fantastical and magical bed, the sad reality is that for many children having a warm bed is just a dream.
DDB Group designed the cross-channel campaign to be distinctive and memorable, by asking a group of Kiwi kids to describe their dream beds. Together with AA Insurance, eight Dream Beds were created to be auctioned on Trade Me from 14 to 20 October, with all proceeds being donated to Variety to fund beds and bedding for children in need.
Melodie Vickars, Head of Brand, Marketing and Communications at AA Insurance says ‘Dream Beds’ reiterates the reason behind the insurer’s commitment to supporting Variety.
“This partnership is about making a difference for Kiwi kids by setting them up for success with a good night’s sleep in a bed of their own. The ‘Dream Beds’ campaign aims to raise awareness of the issue and AA Insurance’s commitment as the lead partner of Variety’s Beds for Kids programme.”
DDB Group’s Chief Creative Officer Gary Steele says the approach to ‘Dream Beds’ was about bringing to life the stark reality for far too many Kiwi children, through an optimistic lens, to encourage New Zealand to get behind the auctions and help provide warm beds for children in need.
Running across TV, radio, OOH, print, online and social, the campaign will drive awareness of the partnership and engagement in the fundraising layer.
The hero 30” TVC launches the campaign’s awareness drive, showing Kiwi kids describing their dream bed with their drawings then becoming a reality. This is supported by a 30” radio spot where listeners will hear a series of kids’ bedtime excuses, highlighting the tough reality that many Kiwi kids can’t get into their own warm bed because they don’t have one. The auction fundraising then kicks off with TVC and radio spots where kids talk about how much they think their dream bed is worth, encouraging New Zealanders to bid on the eight Dream Beds to help give more beds to the thousands of Kiwi kids who need them.
View the Dream Beds up for auction at aainsurance.co.nz/dreambeds.
The ‘Dream Beds’ campaign is in market now. View here.
Client credits:
General Manager Marketing, Portfolio and Pricing: Richard Park
Head of Brand, Marketing and Communications: Melodie Vickars
Marketing Manager – Brand and Media: Catherine Dilly
Senior Marketing Representative: Jade Wong-Smith
Agency credits:
Chief Creative Officer: Gary Steele
Executive Creative Director: Aaron Goldring
Senior Art Director: Pete Wujkowski
Senior Copywriter: Gaelyn Churchill
Planning Director: Thinza Mon
Lead Business Partners: Kate Lines & Tessa Stewart
Business Directors: Rebecca Leech, Ruby Seeto & Brodie Lawry
Lead Integrated Producer: Charlotte Glennon
Variety credits:
Fundraising Director, Parminder Morgan
Corporate Partnerships Manager, Dominic Boekweit
Communications Manager, Kiri Carter
Production company credits:
Production Company: Good Oil
Director: Isaac Bell
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Producer: Nick Kelly
DOP: Crighton Bone
Production Designer: Guy Treadgold
Offline Editor: Adam-Luka Turjak
Post production online: The Machine Room
Colourist: Dave Gibson
Music & Sound Design: Craig Matuschka @Liquid Studios
Casting: Kat McGill
