To draw attention to the role Red Cross plays in New Zealand and around the world—and to raise more money so it can keep doing it—Y&R NZ and Flying Fish have created an animated TVC that follows the instantly recognisable white and red box through a range of crises the charity deals with.
Y&R Wellington’s creative director Scott Henderson says the role of the TVC is to raise awareness about the appeal, leverage the global awareness of the brand and try to connect that with what it does in New Zealand.
“I think a lot of people see it as a global crisis brand,”he says. “But there’s actually a lot of personal crises they help solve here.”
As the blurb on the website says: “You can help end a crisis. From re-uniting families torn apart by conflict and disaster to delivering a hot meal, your donations help people in need, in our backyard and overseas.”
Flying Fish represents Blacklist, a New York-based animation company that also represents multiple animation directors, in New Zealand.
In addition to the TVC, there’s also a section on the website where those who have donated and put on their glasses can see red and go in to win some Kathmandu gear. But Henderson says this was an initiative of the internal Red Cross team.
Client: Red Cross New Zealand
National Marketing & PR Manager: Ross Cameron
National Fundraising Manager: Alice Montague
Executive Creative Director: Josh Moore
Creative Director: Scott Henderson
Art Director: Mark Tallis
Copywriter: Cameron Dowsett
Agency Head of Production: Christina Hazard
Senior Account Manager: Steph Patton
Creative Planner: Jason Wells
NZ Production Co: Flying Fish
Executive Producer: James Moore
US Production Co: Blacklist
Executive Producer: Adina Sales
Producers: Alex Unick, Patrick Gantert
Blacklist Director: Holbrooks
Design: Dan Gray + Tom Brown + Marika Cowan + Angelica Alzona
Animation: Dan Gray, Tom Brown. Song E. Kim, Marika Cowan, Angelica Alzona, Alan Foreman
Compositing: Tom Brown, Andrew Zimbelman
Music + Sound Design: Antfood