One band, one truck, three MIQ facilities. TBWA\NZ, together with Long White, has brought a taste of the summer and 15 minutes of fun to those in MIQ with Auckland’s first live rock n’ roll performance in more than three months.
The idea, Long White’s 15 Minute Festivals, conceived by TBWA\NZ and executed by Eleven PR, was created to give those Kiwis most desperate for freedom, a small but memorable taste of it.
With Covid requirements all carefully considered and adhered to, the activation saw rock & roll band Racing travel across the city to play three short sets outside MIQ facilities – to the obvious delight of those currently serving their mandatory seven days of quarantine.
“We’ve never found it harder to feel truly free and we are all missing things that do, like live music and festivals. This activation was created to help those going through MIQ and the essential workers get a taste of the freedom we’re all longing for,” says Shane Bradnick, TBWA\NZ CCO.
“This activation was just the start. This summer Long White will be helping Kiwis spend more of their time living free.”
Racing has a long association with Long White. In 2019 Racing, TBWA\NZ and Long White came together to shoot a music video for hit song, Run Wild.
Two years on and the tune still delivers, with those in MIQ seen dancing in their hotel rooms and sharing messages of thanks.
“This was a great idea beautifully executed that brought to life our brand purpose in a distinctive and memorable way,” says Oliver Downs, Asahi Beverages NZ’s GM Marketing.
“Long White is a brand synonymous with fun, freedom and sunshine. In everything we do we look to inspire people to spend their time living free and feeling fulfilled. By bringing a smile to people in an otherwise dry situation, I like to think this activation achieved that.”