Asking the public to devise a campaign that best welcomes the world to New Zealand for the Rugby World Cup might seem risky, but by the looks of this TVC, DDB’s Welcome the World campaign for ANZ Bank seems to have been successfully executed, even if it did take the help of hundreds of people and a copious amount of hours to get there.
When the call was put out earlier this year asking the public to send in their welcoming ideas, 6,482 ideas were submitted all up from which five finalist were chosen. Receiving 7,800 of the more than 22,000 votes, early childhood teacher Pulusea Seumanu’s idea was named the winner, and right before the opening ceremony on Friday, the results of Seumanu’s idea were laid bare for the public to see.
The 30-second TVC was shot over two days and features over 600 enthusiastic St Kentigern College and Onehunga High School students running onto a rugby field, each armed with a piece of the animation. In what took days upon days and hours upon hours of practice (you can follow the progress on the Facebook page here), the final product sees the students displaying the welcome message — a mix of words and images including a globe and the Webb Ellis cup.
The creative execution utilised the skills of crowd direction specialists, choreographers and designers, and a production team of 99 people.
Credits
Mike Cunnington
Head of Marketing
ANZ National Bank Limited
Sue McGregor
Head of Sponsorship
ANZ National Bank Limited
Erin Dudding
Marketing Communications Manager
Brand and Marketing
ANZ National Bank Limited
Toby Talbot
Group Executive Creative Director
DDB Group
Aaron Goldring
Creative Director
Art Director
Rapp Tribal DDB Group
Steve Kane
Creative Director
Copywriter
DDB Group
Judy Thompson
Executive Producer
DDB Group
Jane Mill
Producer
DDB Group
Damon Duncan
Director
Thick as Thieves
Nik Beachman
Executive Producer
Thick as Thieves
Dave Brady
Head of Art
DDB Group
Joe Hawkins
Senior Copywriter
DDB Group
David McIndoe
Senior Planner
DDB Group
Dan Stoneham
Senior Digital Planner
Rapp Tribal DDB Group
Philip Tetley-Jones
Creative
Rapp Tribal DDB Group
Theunis Groenewald
Designer
Rapp Tribal DDB Group
Russell Smith
Digital Producer
Rapp Tribal DDB Group
Scott Gambling
Digital Producer
Rapp Tribal DDB Group
Steve Hansen
Art Director
DDB Group
Paul Kim
Copywriter
DDB Group
Amani Peleti
Senior Account Director – Events
Mango DDB Group
Sarah Batley
Talent Manager – Events
Mango DDB Group
Maike Blackman
Project Manager – Events
Mango DDB Group
Justine Kinsella
Account Executive – Events
Mango DDB Group
Joanne McDonald
Group Account Director
DDB Group
Teresa Davis
Senior Account Director
Rapp Tribal DDB Group
Victoria Meo
Account Manager
DDB Group