ANZ hopes to educate New Zealanders about healthy homes with the help of a smart ram called Mr Humfreez and supporting campaign by TBWA.
Mr Humfreez has been created to signal changes in conditions with hygroscopic horns uncurling when humidity exceeds 65 percent and thermochromic ink on his nose turning blue when temperatures drop below 18°C (a standard set by the World Health Organisation for a healthy home).
The ram was developed in collaboration with professor David Correa and his team at the University of Waterloo in Canada, and has since been meeting pupils at an Auckland school to gauge interest in a potential school programme.
One in six Kiwis are affected by respiratory diseases – the highest in the developed world – and a disproportionate number of those are under 14 years old according to research by the Asthma and Respiratory Foundation New Zealand.
ANZ head of data and marketing Astrud Burgess says in the announcement, the time is right to introduce Mr Humfreez.
“He may be cute but Mr Humfreez provides a tangible way to show people their homes may not be as healthy as they think,” says Burgess.
“We’re committed to helping Kiwis enjoy healthier homes. The problem at the moment is many people just aren’t aware their homes are unhealthy, or what to do about it. So we want Mr Humfreez to act as a conversation starter for an incredibly important topic. This is part of the broader ANZ Healthy Homes initiative where we are offering interest-free home loan top-ups to support customers so we can help solve the issue of cold, damp and energy inefficient homes.”
Leading the educational feasibility study is Dale Bailey, founder of Core Education and former director of collections research and learning at Te Papa Tongarewa, Wellington.
Bailey says in New Zealand we have a huge awareness and understanding issue when it comes to healthy homes.
“Mr Humfreez helps children learn about science, technology and design as well as what makes a home healthy. When that happens, they’re more likely to go home and have a discussion with their parents about what they learnt and get the conversation started.”
Alongside Mr Hunfreez meeting students, the ram has also appeared on TV, OnDemand, digital display, PR, social, OOH and in-branch.
Agency: TBWA\Group NZ
Product Design: TBWA\MAKE
Content Production: TBWA\BOLT
Public Relations: TBWA\Eleven
Development Partner: Professor David Correa, University of Waterloo, Canada
Production Company: Flying Fish
Post Production: Mandy VFX
Sound Design & Mix: Liquid Studios
Music: Liquid Studios