Auckland City Mission avoids tear-jerkers, opts for subtlety instead

Auckland City Mission has revisited its 2010 and 2011 ‘Become Someone’s Angel’ campaign with a new 30-second TVC that aims to pull at the heartstrings of Aucklanders over the month of December.

Rather than following the previous trend of including a depressing case study, this year’s commercial has instead opted for a subtle approach that shows the difference that a donation can make to people who are closer than you think.

Auckland City Mission CEO Diane Robertson says, “We like to work closely with the creatives working on our projects to find new and interesting ways to appeal to the public. This campaign really tries to show that hard times can fall on anyone.”

Liz Garneau, the producer on the project, says the TVC, which was a collaborative effort between several agencies, was filmed in one night on Franklin Road, Auckland’s iconic Christmas lights street.

“We are very happy with what we have achieved on a shoestring [budget], and it’s largely due to the generosity of our exceptional crew and industry suppliers, who also know how to help a brother or sister out,” she says.

At the end of the video, viewers are encouraged to visit a specially made website where they can donate money to the cause. And those that make the biggest donations will feature on an angel leader board, which is categorised into individuals, schools and businesses.

Robertson explains that Auckland City Mission has established relationships with various schools and businesses over the years on campaigns such as Santa’s Helper and Orange Day, and this makes it easier to get them involved in new campaigns.   

To spread further awareness, Auckland City Mission also commissioned the production of series of posters that will feature around the city over the next few weeks.

The TVC will air on 1 December and the campaign will run through the holiday season until the middle of January, with the main outdoor collection push occurring on 6 December, which has been dubbed the inaugural Angel Day.


Client: Auckland City Mission

Account Direction: Kay Boyle, Belinda Dick (Joy Agency)
Director: Michael Reihana
Producer: Liz Garneau 
DOP: Martyn Williams
Editor: Paul Maxwell

VFX: Puck Murphy (Perceptual Engineering) 
Music score: Peter Hobbs (Harmonic Studios)
Sound design:  Adam Isles (The Factory)
Camera: Metro Film 
Edit suite: Curious Film   

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