Colenso BBDO and Skinny create very, very, targeted campaign

Do 46 unique videos sound like enough for you? Well, then you’re in luck. Colenso BBDO and Skinny’s new ‘Skinny Friendvertising’ campaign takes personalised recommendations to a new level.

Skinny’s ethos comes back to having customers who recommend the telco provider to friends and family. So Colenso went the extra step and created a highly targeted campaign with 46 different actors who you may very well know personally.

The idea is simple yet the execution is great, having 46 different Kiwis acting the same situation is enough to catch the attention of the viewer.

Hindi, Cantonese, Samoan, and Sign Language versions of the ad are running in prime-time TV slots without subtitles.

As well as the 46 TVC spots, in social media, those who missed out on starring in the TV and out of home executions can generate their own online ads, targeted to their friends and family.

Natasha Gill, TV producer at Colenso BBDO says although the campaign itself is simple, the process was not.

“This was the most complex campaign to ever blow through our building. Our tiny brains would melt every time we did the math on fitting so many people into a normal production timeline. But it was definitely worth it. Probably?”

Rachel Leyland of PhD Media agrees with Gill that the process was, “ridiculously hectic, but amazing to work on.” 

“It’s personalization on mass, effectively turning out talent into our channels, with our job being to get maximum reach and LOLs with the people they know.”

Says Ally Young, brand lead for Skinny, “In a new world of social isolation and working from home, connection to our friends and family are more important than ever. This new campaign feeds directly into that insight – and is a playful take on the importance of social connection.”

Out of home placements feature recognisable faces from the community and are geo-located to reach those who are most likely to recognise them.

The campaign launches this week with the broadcast of 46 unique TV ads, each one featuring completely different talent.

15 unique TV executions ran on the first night alone.

Have a look at all 46 here, do you recognise anyone?



Ally Young – Chapter Lead – Brand

Hunter Haines – Brand Partner – Social

Frith Wilson-Hughes – Chapter Lead – Social

Janine Casis – Paid Social Partner

Otto Gebhar –  Automation Analyst 

Steve Imm, – Skinny Product Owner

Krissy Martin – Customer Marketer – Skinny

Shannon Evans – Skinny Mobile Product Owner

Steve Hay – E2E Journey Specialist

Gareth Killip – Chapter Lead – Skinny DevOps

Rhys Huber – Customer Marketer – Trade

Emma Biggs – Legal Business Partner

Ryan Drew – Chapter Lead – Performance Marketing

Agency: Colenso BBDO

Media Agency: PHD Media

Trade and Digital Agency: Platform 29

Production Company: Good Oil

Production Company: Good Oil

Director: Dave Wood
Producer: Lee Thomson

Executive Producer: Andrew McLean

Managing Director: George Mackenzie
DOP: Crighton Bone

Production Design: Guy Treadgold
Editor: Simon Njoo

Post Production: Blockhead VFX
Colourist: Pete Ritchie
Online Editor: Richard Betts

Sound Design: Liquid Studios
Sound Engineer: Craig Matuschka
Executive Producer: Tamara O’Neill

Producer: Shirleyanne McDonald-Shaw

Photographer: Troy Goodall, Match Photographers
Retouching: Jason King, SixtyFour

Production Company: Good Oil
Director: Dave Wood
Executive Producer: Lee Thompson

Executive Producer: Andrew McLean
DOP: Crighton Bone
Editor: Simon Njoo
Colourist: Pete Richie
Online Editor: Richard Betts at Blockhead

Sound Design: Liquid Studios
Sound Design: Craig Matuschka
Music Producer: Tamara O’Neill

Music Producer: Shirleyanne McDonald-Shaw

Stills Production: Match
Photographer: Troy Goodall
Retoucher: Jason King at SixtyFour

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