Vodafone New Zealand and DDB Aotearoa have this week introduced Kiwis to the future of 5G in a new product campaign, Hayden 2030.
The 45” spot is the first cab off the rank in the four-part series under the digital service provider’s new communication platform, ‘Go You.’
The campaign follows Hayden, your classic run-of-the-mill, time-travelling Kiwi, from 2030 as he travels back to the moment his past-self first gets his hands-on innovative Vodafone products, then reminisces about why the particular day in time is of such great significance.
The first chapter invites viewers to experience the moment Hayden first gets Vodafone 5G. A nostalgic Hayden 2030 watches on as present-day Hayden discovers the new generation features that come with Vodafone 5G such as super-fast downloads.
Says Nileema Allerston, Vodafone New Zealand Brand Centre of Excellence lead: “We’re thrilled to introduce Aotearoa to Hayden 2030, the first of a number of campaigns under our fresh new ‘Go You’ platform. Hayden represents our future selves delving back into the past, observing pivotal moments in which he has the opportunity to interact and start properly understanding the awesome capabilities of products such as 5G on New Zealand’s largest mobile 5G network.”
Moving away from the existing ‘The future is exciting’ global platform, ‘Go You’ is designed to give Vodafone New Zealand a consistent way of making their digital services and products more understandable and engaging for all Kiwis.
Says Damon Stapleton, regional chief creative officer, DDB AU/NZ: “Digital products and services are constantly evolving, it’s incredible but when you’re in the moment, it is sometimes hard to see. This is exactly why time travel is so convenient. It allows you to travel, relive and reflect. We created Hayden 2030 as a representation of exciting moments to come thanks to Vodafone.”
The longform 45” spot will also roll out via 30” and supported with OOH, digital and social.
Creative Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Creative Director: Matt Williams
Creative Director: Freddie Coltart
Lead Business Partner: Zoe Alden
Business Partner: Jaheb Barnett
Chief Strategy Officer: Rupert Price
Planning Director: Thinza Mon
Lead Integrated Producer: Claire Colohan
Integrated Producer: Melissa Ching
Production Company: Good Oil
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Producer: Anna Stuart
Director: Adam Gunser
DOP: Ginny Loane
Post-Production Online: Blockhead
Editor: Simon Price
Soundtrack/Music: Chemical Brothers ‘Go’
Sound design: Craig Matuschka, Liquid Studios
Photographer: Alistair Guthrie
Music Licensing: Jonathan Mihaljevich, Franklin Rd
Vodafone New Zealand:
Tribe Lead, Marketing: Delina Shields
Brand Centre of Excellence Lead: Nileema Allerston
Brand Lead: Michelle Lumsden
Brand Lead: Anna Wallis