The moment February ends, it's as though Mother Nature instantly turns down the Kiwi thermostat a few degrees to let us know that summer's over. So, in an effort to help battle chilly mornings, dew-covered cars and dusty TV blankets that typify autumn, Coca-Cola Amatil has launched a new campaign via Saatchi & Saatchi New Zealand that gives Kiwis a way to hold onto the summer feeling for a little longer.
Over the next six weeks, Saatchi will roll out a series of customised adshels and street posters in Auckland, Wellington and Christchurch, which feature removable jandals and towels.
“We’ve all experienced that sinking feeling when the holidays are over and we’re forced to hang up our togs, get back into our work clothes and re-join the commuter crowds to work or uni," says Saatchi & Saatchi creative director Guy Roberts.
"For many kiwis, L&P and summer go hand in hand and we hope this campaign will help kiwis hold on to that great summer feeling just a little bit longer.”
In addition to placing the outdoor promotional material near train and bus stations, the posters and adshels have also been placed strategically around universities and popular student lunch areas in order to target those that are starting the new semester.
"L&P believe there’s no reason that summer feeling should end with the last day of our holidays and this inventive use of outdoor advertising is a fun, light-hearted way of bringing this to life,” says CCA Amatil general marketing manager Wendy Rayner.
Given that the posters and adshels are non-renewable resources of summer accessories, L&P will be refreshing them periodically throughout the campaign to ensure that passers-by aren't disappointed by jandal-shaped holes on display.
"We’ve got people out and about around the cities replenishing stocks before the busiest times – in the mornings, before lunch and before people head home from work or university," says Roberts.
But the campaign isn't only about adshels and posters. The Saatchi creative directors also have some other tricks up their short summer sleeves.
"There will also be a few more unexpected placements around the city people should look out for," says Roberts. "All a little bit cheeky and designed to encourage people to have a bit of fun. We also have a radio partnership with the Edge, which will include ‘tropical teleporting’ at the workplace – just another way to continue that summer feeling even when we’re back at the office."
Agency: Saatchi & Saatchi New Zealand
Client: Coca-Cola Amatil NZ Ltd – Wendy Rayner, Raquel Guttenbeil
Executive Creative Director: Antonio Navas
Creative Directors: Corey Chalmers, Guy Roberts
Creatives: Phil Hickes, Arnya Karaitiana, Sarah Litwin-Schmidt, Emily Drake, Charlie Godinet, Kat Tadaki, Simon Neumegen
Agency Content Producer: Joshua Forsman
Designers: Rob Flynn, Ross Davies, Sam Stradwick
Animation: Tomas Cottle
Print Producer: Tias Somers
Head of Operations: Heath Davies
Business Director: Shelley Winsor
Account Director: Katja Green
Planner: Sarah Hodgetts
Media planning and buying: Ikon – James Roberts, Peter McRae