Origami, bonsai trees, robots, lanterns and sumo wrestlers move to the rhythm of Kiwi hip-hop dance crew The Bradas in a new spot announcing the arrival of Steinlager’s Tokyo Dry beer.
Steinlager’s campaign to support the All Blacks during their attempted retention of the Rugby World Cup focused on the similarities between this quest and the 1905 Originals Tour, where the first team to be known as the All Blacks travelled six weeks by boat and won 34 out of 35 games. And ahead of the final on Sunday morning, DDB New Zealand has released some new print ads focusing on three remarkable stories from that journey.
Often hardcore sports fans act if they are part of the team they are supporting. This definitely seems to be the case of football fans. When discussing how the team performed the word “we” is thrown around a lot. “We really stuck it to them this time”, “We sure came out on top in that last game”, “We caned those guys”. You get the picture. Rexona’s new ad attempts to channel this collective consciousness showing that while game day preparation for an All Black will differ significantly to that of a fan, many of their movements are similar, illustrating how ‘we’ (fans and players) move together. PLUS following on from our last round up, here’s the 411 on what a few other brands are up to around RWC 2015 including: Airbnb, Jockey, Vogel’s, Land Rover and Steinlager.
We’re fans of brands that get creative in an effort to hijack the attention generated by major events they don’t actually sponsor, whether it’s the African airline that found a way to get Sepp Blatter to endorse it, Nike’s focus on other Londons during the Olympics or Calendar Girls flying a plane above Eden Park advertising its services as Martin Guptill smashed a six after a Mitchell Johnson no-ball in the Cricket World Cup. Steinlager is winning that battle at the moment with its ‘We Believe’ campaign managing to reference the upcoming Large Sporting Event without actually mentioning it. And Samsung is also embracing euphemisms for one of its promotions.
Steinlager’s ‘We believe’ campaign in 2011 is rightfully held up as a brilliant example of sponsorship activation (and, given the All Black sponsor cleverly found a way to reference a tournament it wasn’t officially allowed to mention, impressive loophole management). Because it captured the nation’s imagination, became a “talisman of belief” and helped reverse Steinlager’s declining share of the premium beer market, it was always going to be a hard act to follow, but as the All Blacks get set to defend the RWC trophy in England soon, the long-time sponsor has brought the white can back again and made a connection between this European tour and another one that took place 110 years ago.
William Trubridge didn’t quite manage to break his own free-diving world record on Wednesday morning. But, with the help of a big push from Steinlager and a live broadcast from TVNZ, he did manage to get plenty of New Zealanders watching the attempt on Breakfast.
Since it launched its ‘Born to Defy’ campaign back in July, Steinlager has done a good job of drawing attention to its new ambassador William Trubridge—and the sport of freediving—through a combination of TV ads, outdoor ads, snazzy websites, special elevators, in-bar activations, PR coverage, social media action, promotion via TVNZ and a bit of content marketing. And as he gets set to submerge 102m and break the world record, Steinlager’s still trying to drum up support and viewership for the live broadcast tomorrow at 7.50am on Breakfast.
William Trubridge is probably not sipping on a Steinlager Pure at the moment, given he’s preparing to break his own freediving world record on Wednesday morning New Zealand time and descend 102m into the Caribbean. But there will undoubtedly be a few waiting for him on the boat if he returns to the surface victorious. And, in addition to a number of billboards, plenty of in-bar activation and a special elevator, Lion and DDB are aiming to get more Kiwis watching the record attempt live on TV One’s Breakfast with the help of another moody TVC.
Steinlager’s latest ambassador is freediver William Trubridge, whose upcoming world record attempt in the Bahamas is being screened on Breakfast on December 3. At the launch of the new campaign, senior brand manager Michael Taylor said there were plenty of creative suggestions about how to promote the event and he even mentioned the possibility of a 102m high billboard. We haven’t noticed any of those around as yet, and they probably don’t come cheap, but we did notice a clever media idea that has put a lift in the Auckland CBD to good use.
DDB New Zealand has had a few good account wins recently, including Icebreaker and the Auckland Council. And it did pretty well at Spikes Asia over the weekend too, winning enough trophies to be placed second in the agency of the year category behind Dentsu Tokyo.
Global marketing and advertising resource Warc launched the Warc 100 last night, an annual ranking that is “designed to be a benchmark for commercial creativity”. And Colenso BBDO/Proximity featured three times and DDB featured once.
Four Kiwi entries have been shortlisted for awards in the Cannes Film category, with DDB, Clemenger and Saatchi & Saatchi all in with a chance to pick up some silverware at the ceremony.
In days gone by, the only thing a plastic beer bottle at the rugby was good for was throwing in the air during a Mexican wave (and making your beer warm). But Steinlager and DDB have found a way to make the bottle more useful with a social media campaign called #AllBlackSnap that’s running during the three test series against England.
While Clemenger BBDO’s ‘Blazed’ campaign and Colenso BBDO/Proximity’s Smartphone Line stole much of the attention at last night’s Axis Awards, the magazine category showed that the Kiwi creative streak still extends to print.
We’ll be seeing a lot more of the nation’s rugby stars in their tighty-whities now that Jockey has signed a three-year sponsorship deal with the All Blacks and the All Blacks Sevens. Updated with comments from Jockey marketing manager Jane Lawry.
Steinlager recently launched a fairly brave and entertaining responsible drinking campaign called ‘Be the artist, not the canvas’ that showed some creative/violating uses for marker pens, aimed to poke fun at those who over-indulge and marked a slight change in strategy for the brand. And, as brand manager Michael Taylor says, it’s gone down a treat with the punters.
The first winners have been announced, and there are a few Kiwi agencies in the money, with DDB NZ winning a prestigious Creative Effectiveness Lion for Steinlager’s ‘Believe’, DraftFCB NZ picking up seven lions so far for Driving Dogs and Call Girl and Colenso BBDO winning gold for Amnesty International’s Trial by Timeline. Plus: more Kiwi agencies on shortlists.
All Blacks sponsors have a long history of piecing together some game-day footage, showing a few big hits, adding a bit of emotive language to illustrate the mana of the black jersey and trying to give Kiwis a few goosebumps. Adidas did it to pretty good effect during the Rugby World Cup. And, with the game against the French kicking off on Saturday, Steinlager, which has sponsored the All Blacks for 27 years, has done it as well with a dubstep-backed ode to one of the most successful teams in world sport.
Once again, online advertising continued its steady rise in New Zealand in 2012, hitting its high water mark in the last quarter. And as the head of Yahoo! New Zealand (which recently launched its year-in-the-making new homepage and mobile site) and the new chair of the local Internet Advertising Bureau, Laura Maxwell-Hansen is well placed to see where it’s heading next. Here’s her take on 2012.
After the blessing/curse that was losing Vodafone, 2011 wasn’t the best of years for Colenso BBDO. But it’s been a strong 2012 for the “awesome bunch of bastards” at the agency, which has achieved more creatively than ever before in its 43 year history. It’s currently the #5 agency in the world according to the Big Won Report, the #5 ranked agency globally in the international Effie rankings and it brought home a big load of metal at Cannes, Axis and, most recently, Caples. Here’s what the Nicks—Worthington and Garrett—had to say about it.
Since Steinlager Pure was launched in 2007, Lion has used big name American actors to endorse the brand, with the likes of Harvey Keitel, Willem Dafoe and Vincent Gallo gracing our screens and stroking our egos in the past campaigns made by Publicis Mojo. But after a hiatus from Kiwi TV screens as its big brother’s white cans took over during the RWC—and with DDB now as its lead agency—it’s ready to launch its next campaign on Sunday. And for the first time the new mascot is a Kiwi: successful director, actor and all-round funny man Taika Waititi.
We were interested to read about Ian Smith’s apparently coincidental attack of the Pures during his commentary of the first All Blacks vs Ireland test, a three match series being sponsored by Steinlager, which is soon to launch its 2012 campaign featuring a new ambassador ($10 says it’s Ian Smith). Lion and Sky denied there was any attempt at nefarious aural product placement. But even if there was, it’s highly unlikely it would do anything: remember the old wives’ tale about subliminal messages being played in movie theatres that supposedly made people buy more Coke and popcorn?
The first awards show has taken place at the Cannes Festival of Creativity, with the Direct, Promo & Activation and PR category winners announced. And Colenso BBDO is off to a good start, winning a gold for Pedigree ‘Donation glasses’ Adoption Drive and a gold, silver and bronze for Monteith’s ‘Sorry about the twigs, folks’ in the Promo & Activation category and a bronze Direct Lion for its ‘The Wine That Sold Beer’ campaign for DB Breweries. DDB scored bronze for Steinlager’s ‘We Believe’ in Promo & Activation. There were no New Zealand entries awarded in the PR Lions.
Bathed in the green hue of ’70s inspired laser body scanners and violated by the sight of Leigh Hart’s velour one piece, 750-ish adfolk ventured down to the Viaduct Events Centre last night to watch Colenso BBDO’s Doggelganger campaign for Pedigree repeat Yellow Chocolate’s performance last year by taking the Grand, Titanium and Interactive AXIS. But, as is usually the case, the awards weren’t without some controversy.