2014 was a good year for True, with its business growing to four times that of the previous year after developing new working relationships with Vodafone, ANZ (including the current Dream Big campaign), Four Square and Mission Estate Wineries. And now it’s added another client: AJ Hackett Bungy New Zealand.
The three-year epic journey of collaboration that Air New Zealand and The Hobbit series have undertaken is finally being concluded with a blockbuster of a safety video filmed by Taika Waititi that features cameos from Elijah Wood (Frodo Baggins), Dean O’Gorman (Fili the Dwarf), Sylvester McCoy (Radagast) and Sir Peter Jackson. PLUS: how the campaign has impacted visitor arrivals.
As part of our series dedicated to celebrating good work and inspiring a bit more generosity, Mark Easterbrook, executive creative director at Goodfolk, plumps for Vodafone’s Mother’s Day tear-jerker at a Warriors game.
True opened its doors in 2011 after a few senior protagonists from .99 felt the need to go it alone and break away from the nurturing bosom of The Clemenger Group. Like any new business, the first few years were tough going and it focused on growth rather than profit, but it’s gaining momentum, it’s working with big brands like Air New Zealand and Vodafone, it’s moving into areas outside traditional advertising and it currently employs 25 staff. Managing director Matt Dickinson spills the beans on its philosophy.
The creative agency True has collaborated with Adshel and the mobile application business StQry (pronounced story) to turn Britomart concourse into an ad-hoc gallery for World of WearableArt (WOW) by putting up 22 large, photographic artworks, which have been carefully chosen from ‘WearableArt,’ a new book that celebrates the WOW Awards Show.
Lorde’s letter of thanks to fans in the lead up to last month’s Grammy Awards and her Auckland Laneway makeup gig was the judge’s pick for January’s News Works Ad of the Month. And they reckon it wouldn’t have worked in any other medium except the venerable newspaper.
Directories group Yellow’s first foray into augmented reality in its app is all about entertainment, but it has plans to get serious with the technology as part of its transition from print to digital.
Air New Zealand has created an expectation that its safety videos won’t be boring. But travellers can only handle seeing a fake plastic fish bouncing around in Bear Grylls’ backpack, Lord of the Rings gags, or a lycra-clad maniac so many times before the novelty wears off. So Air New Zealand and True have launched another new—but old—safety video starring ex-Golden Girl Betty White and a cast of oldies.
The Herald on Sunday can stop chasing now it has a new lead, Westpac is on the hunt for a GM of strategy, products and marketing, Cooper Street gets Time on its hands, Devlin is back in the fold for Radio Sport and True bolsters its leadership ranks.
After scanning the nation’s big and small data, the GCSB has decided that The Co-operative Bank’s ode to profits, Pio’s multiple personality disorder and ANZ’s moments of clarity are this week’s worthy winners.
In June last year, Pio Terei hit the screens as Freeview’s new mascot and, with the help of its agency True, he attempted to convince those Kiwi TV viewers clinging to their analogue signals to buy a box and get their content for free. And the man of many acting talents has channelled Eddie Murphy in a new ad shot by Greg Page of Flying Fish to showcase the kind of shows that are available on the platform.
There’s always a whole heap of creativity on display when the amazing outfits competing for the World of Wearable Art Awards hit the stage in Wellington every year. And now there’s some creativity on the streets as well, with Adshel and True joining forces to create a specially built shelter on Ponsonby Road to promote the ‘Off the Wall: Wearable Art Up Close’ exhibition currently featured at the Auckland Museum and drive ticket sales for the 2013 show from 26 September – 6 October.
Yellow Group has dropped DDB / RAPP Tribal and appointed True as its new agency, according to the directories company. Yellow says it is finalising one more project with RAPP, which will be completed by the end of the month, after which the relationship will end.
Father Time gets with the programme, John Lewis and the Kiwi connection, AA Insurance keeps on sorting, Dulux channels Muto, Mountain Dew goes 3D, and Freeview shares some love.
Aside from the arrival of Jeremy Wells’ column in the Herald, 2012 hasn’t been a particularly memorable one for New Zealand Cricket. But things can only get better (right?) and, after a short competitive pitch process, it’s chosen indie agency True to help out.
A plethora of televisual commercial messages that caught our attention this week, with New World, TAB, New Zealand Herald, Alzheimers New Zealand, Freeview and Max all receiving a metaphorical $20 meatpack.
Freeview, True and Flying Fish launched the new ‘To be fair, it’s got to be Free’ campaign in June and, more recently, Pio has been explaining the joys of its personal video recording system MyFreeview. After the response to the last competition we ran on StopPress to celebrate the coming of the digital switchover, Freeview has offered us another Panasonic DMR-XW380 MyFreeview HD recorder valued at $800 to give away. So tell us what Olympic event you would record and why and the most creative answer will get the spoils.
Who’s it for: Freeview by True and Flying Fish
Why we like it: In the final promotional push before the digital switchover begins in four months, the free-ness of Freeview is being hammered home once again, this time with some great animation and a nostalgic and patriotic …
It’s getting to the business end of the digital switchover and there’s just four months to go until the first two regions—the West Coast and Hawke’s Bay—pull the plug on New Zealand’s analogue TV signal. So Freeview has launched a campaign with its new agency True starring Pio Terei that aims to capture the 16 percent of homes still to make the leap to digital–and to convince them to choose the newly pimped out Freeview platform rather than its nearest competitor, the soon-to-launch Sky/TVNZ joint venture Igloo.
…as Sean Keaney moves closer to the Capitol, new indie True adds a partner to the mix and iSite Media announces a group agency manager.