After 167 years in business, TSB’s undergone a customer-driven makeover by shortening its name alongside a redesigning logo. To launch its new identity, the bank’s rolled out a new advertising campaign via Special Group and Finch.
Playing on the emotions of male camaraderie, the New Zealand Transport Agency and Clemenger BBDO’s latest ad shows how drink driving could stop you from living your fullest life.
Kiwibank has launched a new campaign challenging Kiwis to look at their future selves in a bid to encourage them to act before it’s too late.
There was intellectual dissection, there were furrowed brows, there were plates of calamari (hopefully the kind from the sea), there were big jugs of beer, there were raised voices, there were occasional bouts of physical violence and, eventually, there was quorum as a panel of esteemed judges chose New World and Colenso BBDO’s rather fruity Fruit and Vege Pro as the victor in the StopPress/MediaWorks TVC of the Year, with Vodafone’s Piggy Sue and Sky’s Murmuration second and third. PLUS: other category winners for craft, degree of difficulty and clever use of TV.
In the cut-throat world of supermarket retailing, many factors come into play when consumers make their decisions about where to shop, whether it be price, location, range or the latest collectables. But while humans like to think we’re rational creatures, we’re not and a lot of our purchasing decisions are based on whether or not we actually like a brand. New World has its fair share of nuts and bolts, price-led retail ads promoting various deals, but its brand advertising has been streets ahead of the competition in recent years and it has challenged its agencies to take creative leaps and come up with engaging ideas to capture attention. And the mad Fruit and Vege pro ad, which our judges voted as the StopPress/MediaWorks TVC of the Year, is a great example of that thinking in action.
A number of ads featuring top sports stars often revolve around them needing the very best to perform at their peak (even if it is rugby players needing the very best deodorant, hair care products or, most ridiculously, batteries). But George Weston Foods, Colenso BBDO and Finch have given that advertising cliche a bit of a nudge by focusing on a hardcore four square warrior for the launch of its new Tip Top Hi-Protein Bread.
Often ads that aim to get drivers reducing their speed involve families and children and those who would be affected most if the driver in question was to lose their life. Generally, this involves a tragic scene with a ‘speed kills’ tagline. But, in its new ‘Reduce Speed Dial’ experiment created by Colenso BBDO and Finch, Volkswagen has taken a different approach by having kids design their parents’ speedometers.
New World has been in fine marketing fettle in recent months, with two delightfully insane adverts involving bread-based real estate and vegetable-based romance and one mad ad for its netball sponsorship. And while its Christmas campaign wasn’t quite so surreal, the ads featuring Santa Claus hiding in plain sight as a supermarket employee named Noel also caught viewers’ attention and managed to take out Colmar Brunton’s Ad Impact award for November.
New World, Colenso BBDO and Finch recently shot an ad illustrating just how far—or not—the supermarket would go to support netball and mixed in a bit of sponsorship-based madness to add to its brilliantly bonkers brand ads. And here’s a behind-the-scenes clip that shows how it all came together.
Foodstuffs obviously isn’t conducting too many drug tests on the staff in its marketing team, because after New World and Colenso BBDO went full gonzo for their two latest brand ads, it’s launched another mad spot promoting its sponsorship of netball that shows it would do ‘almost’ anything to show their love of the sport.
Kiwi agencies have once again pulled in a decent haul of silverware on the international awards circuit, with the latest tally of gongs coming from the prestigious Clio Awards. And although the New Zealand contingent missed out on picking up a Grand Clio, NZTA’s ‘Mistakes’ campaign picked up two golds. The first of these awards went to Clemenger BBDO in the film category, while the second was awarded to Finch in the film technique category. PLUS: see which other agencies picked up awards. Updated with Clio Healthcare results.
Foodstuffs and Colenso BBDO veered away from traditional supermarket advertising when they started promoting New World staff as products and parodying infomercials in last year’s Fresh Every Day campaign. And while it’s still looking for laffs in the latest instalment, it’s dialled up the surreality with talking yams and houses filled with bread.
Frucor has well and truly proven its marketing chops with V, the country’s biggest energy drink brand—and one of the most progressive and ballsy advertisers. But with one in every two beverages sold in New Zealand being a soft drink, the future of the company required it to be credible in that space. Frucor is the bottler for the PepsiCo brands like Pepsi and Mountain Dew, and it’s been on a mission to win the hearts and minds of younger consumers for a few years now, so following up the multi-award-winning Skate Pinball and Beyond the Wall campaigns, it’s continued to target that market, releasing a series of nicely shot videos as part of the ‘to get to easy you have to go through hard’ campaign.
A couple of years ago, Volkswagen was a brand struggling to combat the perception among mainstream New Zealanders that it was too stuffy, too expensive and too European. So it did some research, hired new staff, launched some new products, created more localised comms with DDB and did some serious discounting as part of its ‘a car for every Kiwi’ approach. These efforts led to big increases in sales and the top gong at the 2012 TVNZ-NZ Marketing Awards. But since then, it’s been fairly quiet. Now, with its new agency Colenso BBDO in tow, it’s celebrating its 60th anniversary in this market with a crowd-sourced ad called The People’s Film. PLUS: a few other classy crowd-sourced campaigns from around the world.
Everyone loves a good scratch. And everyone loves winning money. So Lotto NZ by DDB are hoping to show that Instant Kiwi can give you a bit of both, with four spots showing depressing situations being transformed with a wiggle of the finger.
Given that an insurance claim is equally undesirable for both the insurer and the insured, State Insurance has launched a new campaign that it hopes will ensure that Kiwi drivers don’t get to the stage where they have to deal with the unceremonious clang of metal colliding on the tarmac. The ‘motor services pack’ campaign, launched via Colenso BBDO on Easter Monday, gives State clients exclusive access to a range of deals at VTNZ, Z and Bridgestone via a specially designed app that can be downloaded from the insurance company’s website.
Abused animals, war-torn villages and malnourished, distended bellies have become common inhabitants on Facebook feeds, as increasing numbers of social media users share imagery of causes they supposedly support. The only problem with this approach is that it achieves little more than unsettling those that see these often graphic images. But rather than calling people out for their inaction, Pedigree has launched a new campaign via Colenso BBDO that makes video sharing central to raising funds for a good cause.
For many years, Vero has taken a bovine-heavy approach to its advertising. And while Sensation, the company’s 1200kg Black Angus bull mascot who burst onto the scene in 2003 when Big launched the brand in New Zealand, features at the end of its new 60 second spot, the company has taken a different, more serious tack in an effort to show that insurance ‘is not about things going wrong, it’s about an insurer putting them right’.
If the results coming in from the international awards shows are anything go by, then New Zealand clearly enjoyed a strong year in terms of creativity in 2013. In addition to winning several nominations toward Yellow Pencils at the D&AD Awards, Kiwi agencies also appeared consistently across most categories at the 35th edition of the AWARD Awards, which are held annually to honour the best creative communications work in the Asia Pacific region.