The Work 2023 Contenders: Saatchi & Saatchi NZ
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
Toyota: Let’s Go Places – Princess Bride
Saatchi & Saatchi New Zealand
This film is based around a fleeting moment, when a bride and bridesmaid on the way to the wedding pass a car heading in the other direction. In the other car a little girl in dress up chats with her dad, still on a sugar high from the party she’s just been to. A moment of distraction for her dad when she drops her lolly bag could easily have been disastrous. However the lane assist function in the vehicle helps avoid this outcome. This story was made with the heightened suspense of a road safety commercial, but ultimately a story where thankfully, and joyfully, actually nothing much happens.
Toyota: Let’s Go Places – Mars
Saatchi & Saatchi New Zealand
This film finds three Kiwi teenagers in space suits standing on the surface of Mars talking about how bad it would be to live here. The dialogue is imbued with Kiwi-isms – “Manu” means doing ‘bombs’ into the water. It is revealed that they’re actually standing on rocks and swimming in a beautiful NZ river, the bleak context was all in their imaginations. The endline is about the ambition of getting to carbon neutral rather than Mars – a much more relevant and literally down-to-Earth target to aim for. Some think this film is having a light-hearted dig at Elon Musk. We wouldn’t say that.
Toyota: Let’s Go Places – Toya
Saatchi & Saatchi New Zealand
This film is a glimpse of a 12 year old girl’s life set in the future. It features her intelligent wheelchair, Toya, that has seemingly futuristic technology features including AI, impressive navigation and a hovering suspension system. The future is realistically depicted, with future-tech references subtly woven within the scenes including a yet to be produced concept Toyota car. The story was deliberately written to be an everyday moment in the life of a cheeky tween meeting up with friends to get ice creams from the corner shop – a familiar scenario that’s been playing out for decades – and (hopefully) will for decades to come. The only twist is the increased freedom future-tech allows her.
Z Energy: Moving With the Times
Saatchi & Saatchi New Zealand
‘Moving With the Times’ launched in April with a manifesto headed We’re in the Business of Getting Out of the Petrol Business, a statement that sets up for Z what will be a sustained brand platform for many years. The campaign featured a collaboration with Māori director Ray Reynolds and one of New Zealand’s most popular indigenous musicians, Rob Ruha. As an environmentalist, many conversations were needed to convince Rob of Z’s genuine intent. But convince him we did. The subsequent Waiata (song) used in our campaign was released by Rob as a standalone track two months later. The song sat in the New Zealand charts for more six months and was the second most played NZ song on commercial radio for 2022. More than that, the campaign begun to shift Z’s measures as a popular New Zealand brand. They have regained their number one position as a most preferred fuel brand. A challenging task for any petrol company these days.
Sport NZ: It’s My Move
Saatchi & Saatchi New Zealand
Sport New Zealand is a government funded organisation tasked with encouraging New Zealanders to stay active. But data tells us that girls become far less active as they head into their teenage age years. They often say it’s because there is too much pressure on how they should be active. Pressure from parents, teachers, sports clubs and even wider society. So we started a movement on behalf Aotearoa’s young women. We used their words. We targeted adults with TV, radio and OOH. In social channels we had girls sharing ways with each other to be active on their terms. It’s My Move is now established to be a sustainable long-term platform for Sport NZ to keep influencing attitudes towards young women. And to keep empowering young woman themselves to call their own shots. 32% of females aged 12-17 have tried a new activity as a direct result of this campaign.
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The deadline for Campaign Brief’s The Work 2023 is Monday May 8. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.