Can Steve Hansen save the world? Arnott’s restores order after the apocalypse

Arnott’s has rolled out the epic finale of its ‘Apoloclypse Steve Hansen’ campaign that plays out in a bizarre, action-packed short film by Y&R.

First introduced in August with a series of movie trailers, the campaign tells the tale of how the world fell into an apocalyptic disaster due to a shortage of biscuits, with the the new short film bringing together All Black’s head coach Steve Hansen and director and actor Zoë Bell to save the world.

It’s hard to believe but, according to the campaign, Arnott’s Biscuits including Tim Tams, Cruskits, Farmbake and Shapes are the only things holding the fabric of society together.

The film shows Hansen and Bell travelling the length and breadth of New Zealand to defeat those who threaten the biscuits’ demise. The action comes to a climax as they face The Crumber, played by Hunt For the Wilderpeople’s Rachel House, in a supermarket.

While Hansen’s few mumbled lines in the film are hard to make out, his incredible biscuit eating ability is shown off as he nibbles a Cruskit into the shape of a key—a helpful top if you ever find yourself locked out. He also demonstrates his rugby skills by kicking a ball and freeing the trapped parrot and, like magic, emerges from the water completely dry.

The role of playing an ‘action hero’ in a self-titled apocalypse film is a departure from Hansen’s day job, but it was a challenge he was keen to try his hand at.

“It’s definitely not a role I’m comfortable with, but it was something I wanted to do because it was outside my comfort zone, and it was fun too which is important,” he says.

“Having an opportunity to have a laugh at myself. Life can be pretty serious in the times we live in, and those moments of having fun and a laugh at yourself are healthy.”

On the other hand, for Bell, the dual role of director and actor was a natural career transition.

“I loved the process of being behind the camera. Action is the language I have spoken most fluently for the longest time and there was definitely comfort and freedom in that, but I honestly think everything in my career to date, action and not, came into play. It was a challenge and a joy.”.

Also making an appearance in the campaign are All Black’s Julian Savea, Ma’a Nonu, Victor Vito, Israel Dagg, Buck Shelford, Jimi Jackson and social media stars Torrell and Uoka from Cougar Boys.

They appear alongside talent sourced through the campaign’s dedicated website, that includes Anne Del Rosario playing an unconscious leg, Danny Taufoou playing Steve Hansen’s left hand, Caleb Jack William playing a nose and Jesse Toderan playing a conscious leg.

The guest nose.

The short film will play in Hoyts cinemas from 10 to 12 November and can be viewed online at www.apocalypsestevehansen.com.

Client: Arnott’s
VP Marketing, Asia-Pacific – David McNeil
Marketing Director, ANZ – Treating: Nik Scotcher​
Marketing Manager NZ – Vanessa Di Gianni
Global Communications Manager Brands – Nicky Thomson
Integrated Communications Manager – Linda Abbott

Agency: Y&R
CCO/CEO – Josh Moore
ECD – Tom Paine
Art Director – Kate Lill​
Copywriter – Zoe Edwards, Ellen Fromm
Managing Director – Jono Key
Client Services Director – James Johnston
Account Director – Rachael Williams
Account Manager – Amelia Daly
Head of Planning – Jono Key
Head of TVP – Sacha Moore, Anna Kennedy, Liz Rosby​
Senior Producer – Marique Knight
Head of Motion Graphics – Amanda Sasano​
Head of Design – James Wendelborn​
Designer – Caroline Wilkie​
Head of Studio/Print Production – Paul Gibson
Senior Mac Operator – Glenn Smyth​
National GM Media – Nicky Greville​
National Trading Director – Cath Hamilton
Group Business Director – Media – Dorota Girdlestone​
Media Communications Strategist – Marie-Claire Mason
Media Planner / Buyer – Dylan Hardie​
Implementation Manager – Stephanie Mannion​
Performance Media Director – Emma Cockburn​
Digital Planner – Media – Jillian Hor
Search Supervisor – Jonty Hodge
Social Media Manager – Genevieve Lyttle​
Head of Digital – Greg Whitham​
Executive Digital Producer – Petra Skoric​
Senior UX/Digital Designer – Terry Yee
Digital Developer – Ash Crockett

PR Company – RAW, Katharine Broughton
Engagement Specialist – Jade Hurst
Production Company – Curious Film
Director – Zoë Bell
Executive Producer – Matt Noonan​
Producer – Stu Giles
DOP – Dave Garbett​
Production Designer – Neville Stevenson
Editor – Jonathan Venz​
Post Production / Animation – Mesh VFX / Curious
Online – Barnaby Bretton, Mesh VFX / Curious
Grade – Pete Ritchie / Curious

Music Production – Liquid Studios
Producer – Tamara O’Neill
Music – Peter van der Fluit​
Sound Design – Craig Matuschka

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