Long White asks ‘What do you do for a living?’ in new brand platform via TBWA\New Zealand
‘What do you do for a living?’ It’s the question that’s been asked since small talk was invented. Whether it’s from a stranger at a party or on a bureaucratic slip of paper. The answer may well have once been what you do for a job. However, for a younger audience who don’t define themselves simply by what they do between 9 and 5, the answer is a bit more complicated.
TBWA\NZ has used this insight to launch Long White’s new platform, ‘This Is Our Time’. Accompanying the platform is a new launch film that reframes this question by turning it into a celebration of a generation who know how to make the most of their time.
Says Shane Bradnick, CCO at TBWA\NZ: “The world has tricked us into believing our routine is our life, and everything else is a bonus. This is Our Time celebrates the New Zealanders who claim their space, make their own rules, and who show all of us what living life on your own terms looks like.”
The launch film, shot by Michael Hili of Finch, introduces a young woman who attempts to answer this question honestly, demonstrating all the things that make up what she does for a living.
As well as online video, the campaign will also be on social feeds and billboards across the country, and will be built upon within the next couple of years.
Oliver Downs, general manager of marketing at Asahi NZ, says the new platform is about recognising that despite what other brands might project, there’s no one size fits all RTD drinker: “We’re all more than our jobs, more than the labels applied to us, more than images, videos and opinions seen in the media. This is Our Time is about reclaiming who we are and celebrating all that makes us different. Long White wants to encourage Kiwi’s to spend time on enjoying time-out in the most inspiring and uplifting ways.”
Long White is the #1 Light RTD brand in NZ and hopes to use this platform to make time-out a force for good with their audience.
The campaign is live across AV, OOH, social and digital.
Long White Brand Manager – John Henderson
Light RTD Marketing Manager – Andre Browne
Head of RTDs – Tamara Blomfield
GM Marketing – Oliver Downs
Creative agency – TBWA\NZ
Media agency – OMD
26 Comments
“I can’t be boxed in” is not great. Feels like strategy wrote the script. Does this millenial ‘everyone is different’ strategy work?
Long White is basically the Six60 of RTDs…fingers crossed TBWA don’t loose them with this work or the cuts will continue
Listing all the clients in the credits and none of the creatives, says it all.
Based on their recent batch of redundancies surprised there’s any hands left on deck to mention #walktheplank
The hero still is of a woman’s thigh…up towards her butt…..but whyyyyyyyyyyyy?
When has it ever worked trying to tell everyone that you’re the ‘cool’ brand that “can’t be boxed in.” Audiences see right through it.
Agreed.
not sure which is worse…the drink or the agency that let this work go live
Cheugy
periot
Did Chat Gpt-3 write this ad? It’s so weird and soulless.
Couldn’t agree more, but more or less to be expected from Whybins especially since they axed half the creative department
I was there when another agency came up with the strategy and platform and it sounded good at the time… this feels really different
This is worst bit of booze writing NZ’s seen in years. And that includes that DB export stuff from last year. We used to be good at this stuff. Who shot it?
This is why people hate ads these days.
Absolutely shocking that this was allowed to go live
This is unbelievably cringey. Whoever came up with this, take a good refreshing summer break, you need it.
It has been a good run for LW.
It all comes to an end eventually. Ashai just trying to hurry it along.
Pals the door is open.
NZ advertising is crying many farts
Leave the RTD category to us guys, either that or get a new agency
I thoroughly enjoy a long white on the beach, however this ad has left a sour taste in my mouth and I will no longer be indulging.
I was looking forward to summer, but thanks to this ad I won’t be. Cheers
Someone needs to get this pulled asap – unbelievable
This campaign reeks of a Client forcing their ideas through and a suit team letting it happen.
Reminds me of a (bad) 80’s Tampax commercial
Despite the largely negative comments I’m an absolute fan of this work. Hats off to Catherine and the team – you’ve out done yourselves. Drinks at mine asap – I’ve got a bottle of Brut that’s dying to be popped!