Colenso BBDO and .99’s impressive ‘Every Day a New World’ brand campaign received a bit of international attention when it was released and was even used in an opinion piece in Mumbrella to prove that New Zealand’s advertising was better than Australia’s. And now, to celebrate its love of sport—from its sponsorship of the Silver Ferns to its support for a range of local sports teams around the country—and show that it’s the place to go to feed the troops, it’s released another good one called ‘Game Day’. And it may be the only supermarket ad ever made that references the nervous sporting poo.
http://www.youtube.com/watch?v=72otwju7UUWhen we chatted with Foodstuff’s group general manager of marketing Steve Bayliss about the ‘Every Day a New World’ campaign he said the biggest risk you could take is being dull. And like the first three ads, this one, which was shot beautifully by Darryl Ward from Curious (the first three were shot by Patrick Hughes of Finch), can’t be accused of dullness.
Bayliss said the visual metaphors included in the ads added another layer of interest, but they were also based on research around how the brain processes creativity, because “if you leave little treats”, viewers are rewarded when they solve those puzzles, which helps imprint the messages in their brains.
In a competitive sector like grocery, Bayliss said the points of parity around value and price are crucial and the “hard-edge retail stuff and more assertive promotional material” is there to ensure consumers know they can get a good deal. “But if you’re only focusing on that, as has largely happened in Australia, then it’s a race to the bottom. You need to ask ‘what is it that makes us different?'”
And this campaign continues to do that.
Credits:
Foodstuffs New Zealand Ltd
Steve Bayliss Group
General Manager Marketing
Jules Lloyd Group
Brand Director
Margaret O’Sullivan Group Retail & Sponsorship Marketing
Manager
.99
Craig Whitehead CEO/Executive Creative Director
Mark Easterbrook Head of Copy
Dom Antelme Senior Art
Director
Kay Airey TV Producer
Vicki O’Leary Head
of TV & Motion Graphics
Jillian Stanton Group
Account Director
Kathryn Thomas Senior Planner
Colenso BBDO
Steve Cochran Executive
Creative Director
Curious Films Ltd
Darryl Ward Director
Andy Mauger Producer
Luke Haigh Offline
Editor
Blockhead
Nigel Mortimer Online Editor
Coopers of Franklin Rd
Jon Cooper Sound
Design
Franklin Rd
Jonathan Hughes Music Licensing
Music track “Bang” Bonde Do Rolê feat. Kool A.D.
