With the Gold Coast 2018 Commonwealth Games mere weeks away, the official New Zealand broadcaster TVNZ has launched the first phase of its campaign.
StopPress spoke with TVNZ Blacksand's executive creative director Jens Hertzum about the creative behind the ‘Stop:Watch’ campaign, and how people will be able to watch the Games in malls around the country.
Featuring five Kiwis, David Nyika (boxing), Holly Robinson (para javelin), Misha Koudinov (gymnast), Angela Petty (runner) and Bradlee Ashby (swimmer), the 30- and 60-second TVCs show the athletes starting their events before being suspended in a crucial moment during training and then completing the task.
Hertzum says the campaign was a huge collaboration with Assignment, who helped come up with the ‘Stop: Watch’ tagline and theme of the campaign.
“It’s a call to action, what we want New Zealand to do.”
He says the creative puts a spotlight on the idea that athletes have been training for the games for many years with everything coming down to a moment - which they must, be it in butterfly or javelin - push through.
“This moment is shared with the viewer, a connection between the viewers and the athletes,” says Hertzum.
One of the innovative parts of the campaign is using digital media screens to extend the live action into shopping malls in Christchurch, Wellington, Palmerston North, Hamilton and Auckland.
Also available will be a digital display dynamic, so for example, if someone is on Facebook and a banner ad comes up they are able to click through to watch the games.
And beyond the games, there are also long-form interviews with the five featured athletes to share their stories beyond the action on the field, track, pool or ring.
“They are speaking about the moment for them, how it felt to be in that moment and how it feels to be representing New Zealand. It gives context to the athletes and the campaign and who they are and their motivations,” says Hertzum.
As the games get underway, there will be two more phases of the campaign, says Hertzum, including an educational spot which explains to the audience how to navigate the channels available.
Four channels will be dedicated to the Commonwealth Games with TVNZ 1, Duke, popup channel Games Extra and online channel Games Online. TVNZ 1 will have the hero coverage with Toni Street in-studio throughout the games.
Hertzum says it’s exciting to secure such massive sporting rights but even more exciting to have live and free access for New Zealanders.
And with the games being held on the Gold Coast, the time difference won’t be an uncomfortable one for Kiwis to get behind the team. The Gold Coast 2018 Commonwealth Games begins 4 April.
Stop: Watch campaign credits:
Executive Creative Director: Jens Hertzum
Creative Agency: Assignment
Production: TVNZ Blacksand
General Manager, Marketing Strategy: Helen Fitzsimons
Campaign Manager: Donna Lawrence
Director: Jens Hertzum
Stills Photographer: Ross Brown
Cinematography: David Garbetto
TV Producer: Lindsay Gough
Editor: Glenn Urquhart
Blacksand Colourist/Mastering: Guy Brandon
Head of Design: Jacob Slack
Graphic Design/Motion Graphics: Leon Senf
Graphic Design: Kim Thomas
Music and Sound Design: Liquid Studios
Media Agency: Starcom
Media Planner: Nicole Smith
Commonwealth Games longform videos credits:
Blacksand Director: Jamie Gallant
DOP: Drew Sturge
Producer: Alan Garcia
Assistant Camera: Jake Stanton
Sound Op: Danny Watts
Editor: Chris Mansfield
Post Sound: Roger Green