Countdown’s BRICKS are back with a new campaign from M&C Saatchi encouraging Kiwis to build the place that keeps us fed – the farm.
Following last year’s wildly successful BRICKS campaign celebrating mini-supermarkets, the imaginative collectables program returns with a new edition – Countdown BRICKS Farm.
Like the BRICKS, the campaign brings fun and joy to Kiwis, both young and young at heart, during the busy lead up to Christmas. Vicariously transporting us into a world rich in children’s imagination, it kicked off with a 15-second teaser showing the farm animals bursting out the farm gate on their way to Countdown stores.
The fully integrated campaign spanning TV, VOD, YouTube, digital, OOH, radio, social and AR then explores all facets of farm life through a barn load of characters – including depictions of real life growers and farmers who supply Countdown stores across the country to keep Kiwis fed.
There is something for everyone, with the myCountdown app ensuring the farm experience continues online with collection tracking, quizzes, recipes, face filters and games.
M&C Saatchi ECD, Paul Hankinson, said of the campaign, “It’s a lighthearted and playful celebration of the folks who work so hard to keep us all going.”
Brid Drohan-Stewart, Director, Brand at Countdown, said, “We are delighted to bring back Countdown Bricks this year in another beloved Kiwi setting – the farm.”
“Last year’s Countdown Bricks celebrating mini supermarkets was hugely popular, so it made sense for us to roll it out again, but this time taking in the countryside where our food comes from. It is fun, uniquely Kiwi, and encourages play and imagination with the whole family.
“The Countdown Bricks Farm range includes farm animals, trucks, and tractors, produce, and even figurines modelled on our actual growers who have been supplying world-class produce to Countdown stores for generations.
“Making sure Countdown Bricks are as sustainable as possible is a big consideration for us and we are proud that the bricks in Countdown bricks are made out of 100 percent recycled plastic – saving old goggles, luggage handles and fridge parts from landfill.”
View the work here:
Credits
Client: Countdown
Director, Brand – Brid Drohan-Stewart
Head of Brand – Wadim Schreiner
Senior Marketing Manager – Sam Gujer
Marketing Manager – Angel Yu
Marketing Coordinator – Conrad Webber
Marketing Assistant – Georgia Blackmore
Production and Animation: The Rig Director: Glen Atkins
Producer: Lisa Eversden
3D Animation Director: Paul Carter
DOP: Duncan Cole
Talent Director: Rob McLaughin
Music @ Liquid: Craig Matuschka
M&C Saatchi
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