To launch Vodafone New Zealand’s upgraded mobile and broadband network, The Smart Network, DDB Aotearoa’s latest campaign tackles the theory that time is relative, using the words of the famous physicist Stephen Hawking to highlight the pace of change and the way time flows at different speeds.
The concept of time has been a bit of a hazy one these past few years – seemingly passing us by at the speed of light with lots of changes, while simultaneously moving in slow motion. The spot aims to convey this slipperiness of time, an idea that was first proposed by Albert Einstein 100 years ago and later articulated by Stephen Hawking.
The bold and evocative campaign uses the contrast of fast and slow motion to demonstrate time, juxtaposing the beauty of small, intimate moments against the positive energy of communal change led by Vodafone.
Says Matty Burton, chief creative officer at DDB Group Aotearoa: “What is a network and what is it even for? For the average consumer or business it is essentially invisible, as long as it works, is safe and secure, then it is not really thought of. But there is a lot of work that goes on behind the scenes to give you this feeling of everything working and everyone the ability to thrive.
“The Smart Network has been built looking around the corner to what tomorrow will bring and that is where the inspiration has come from for this campaign.”
Says Georgia Mahaffie, head of brand and marketing at Vodafone New Zealand: “Whilst many have felt somewhat suspended in time over these past few years, Vodafone has never worked harder or faster to build a safer, more secure network that meets kiwi’s needs today and their high expectations for the future. In the past year alone, we’ve invested in more than 400 upgrades to our mobile network and 165 new sites while continuing to rollout 5G to more regions across the country.
“The campaign is a purposeful departure from the telco network traps and DDB have done a great job helping us find a wonderfully creative and arresting way to launch The Smart Network.”
The campaign launched June 19, integrated across multiple channels from Broadcast and Cinema to Digital, Web, Social and Retail Stores as well as hyper local channels (Radio/OOH/Social) to support 5G.
Head of Brand and Marketing: Georgia Mahaffie
Brand and Loyalty Manager: Susannah Winger
Brand Lead: Hamish Borsboom
Agency: DDB Aotearoa
Group Chief Creative Officer: Matty Burton
Executive Creative Director: Aaron Goldring
Senior Art Director: Pete Wujkowski
Senior Copywriter: Gaelyn Churchill
Lead Business Partner: Zoe Alden
Group Account Director: Tim Ellis
Account Manager: Eamonn Dobson
Chief Strategy Officer: Rupert Price
Lead Integrated Producer: Charlotte Glennon
Production Company: Finch
Executive Producer: Bex Kelly
Producer: Duncan Bernard
Director: Kyra Bartley
DOP: Maria Ines Manchego
Post Production Company: Heckler (Sydney)
Post production online: Gina Wagstaffe/Andrew Holmes/Brad Smith
Editor: Andrew Holmes
Soundtrack/composer/Music: Lennert Busch