“Time flames like a paraffin stove and what burns are the minutes I live,” wrote the poet Irving Layton in reference to how quickly life passes us by. And this is a sentiment just as succinctly captured in the 60 seconds of the latest Interislander spot, which tells the story of a daughter taking her father on a well-overdue trip.
Clemenger has been working with Interislander since mid-2015, when the agency won a competitive for the business.
Since then, Clemenger has been working on the development of the ‘Find Time’ platform by releasing a series of outdoor and online activations. And the release of this TVC really serves to introduce it to as broad a market as possible.
KiwiRail tourism brand manager Richard Keenan says the ‘Find Time’ is more than just a campaign line.
“It’s an ethos,” he explains. “We want to encourage every New Zealander to think about what’s truly important to them, to step away from the hectic, busy nature of the everyday, and spend more time with their loved ones. And jumping aboard one of our ships might just be the perfect way to start their next adventure together.”
Clemenger BBDO executive creative director Brett Hoskin elaborates further by pointing out that Interislander is well positioned to take advantage of the growing appeal of slow travel, as people try to escape the fast pace of life in the digital age.
“Much like with slow food, people are looking for ways to savour the moment more and connect with the landscape and people,” says Hoskin. “Our new brand story was an opportunity to encourage all Kiwis to embrace finding those real, human moments together.”
Head of marketing, KiwiRail: Ah-Leen Rayner
Tourism Brand Manager, KiwiRail: Richard Keenan
Production Company: The Sweet Shop
Director: Louis Sutherland
Producer: Tony Whyman
DOP: Marty Williams
Editor: Simon Price
Sound Design & Audio Post Production: The Coopers
Music Arrangement & Production: Mahuia Bridgman-Cooper for Franklin Rd