The calendar of a child is a very relaxed one, with the new year only really beginning once children are sent back to school. The Warehouse’s latest campaign is preparing our small residents for back to school and their new ventures that come with growing up.
This campaign has reminded us that being a kid was easy as shit. When the most important aspect of the new year was the kind of dura seal you would put over your books, or if you’d go rainbow stationery or keep it colour coordinated.
The TVC shares in the stories of five children and their families to show how they’re preparing for the big day. The story is narrated by William Davis and incorporates te reo Māori. The soundtrack is orchestral and cinematic, taking us through each child’s world.
The Warehouse marks this calendar milestone in its new in-house TV spot, which shares in the experiences that kids and their parents go through when the new school year arrives.
The Warehouse GM of marketing, Anna Lawrence says the campaign goes beyond the stationery list requirements to show what it means to families when a child heads back to school.
“On the first day of school, a child becomes a whole new person. In every way a bigger kid than they were the year before. There’s excitement, emotion and a sense of growing up.
“There’s also something new, whether it’s a small uniform upgrade and a replenishment of the stationery, or a whole new school with everything required from A to Z.”
The campaign has been executed by The Warehouse Group’s in-house creative team, with the help of production company Flying Fish and Ross Brown Photography.