The Work 2023 Contenders: TBWA
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
2degrees: Data Piñata
TBWA
Instead of simply giving away data, we asked New Zealand to earn it. How?
By looking to the sky and smashing it out of a giant, pink, AR piñata.
The big fluffy fella appeared above the country, allowing users to have a swing wherever they were by going to datapinata.nz. There they could wield their whacker — the Mallet of Malice, the Pan-demoniom, or the Nuke-lele, search the skies and whack the piñata for their free data. Every day the piñata would appear again with a fresh amount of data, giving people the chance to smash their daily dose. 12 million whacks later, the campaign proved the perfect antidote to the traditional Christmas retail promotion, with even customers from the other telcos having a smash.
ANZ: The F Word
TBWA
At a time when many New Zealanders are experiencing financial pressure, it’s never been more important to have an open dialogue about your finances. But when 1 in 3 Kiwis are too embarrassed to talk about the ‘f’ word, and 60% of us would rather talk about politics, we had to change our tactics in order to help people open up.
Let’s talk about f****** got the nation’s attention by hijacking things we do like talking about such as sex, music and Pizza. It worked by inserting financial conversation starters into situations where these conversations were already happening through a series of ideas and provocations. Unexpected stuff from the country’s largest bank, right?
Southern Cross: Sweet Caroline
TBWA
This story centres around Caroline and her merry road crew, but with a message that will appeal to all New Zealanders.
We all have a ‘Caroline’ in our lives, someone that gives their all for her crew, and inspires us to do the same.
It’s a great analogy of what makes Southern Cross so special, as a Friendly Society without shareholders to return dividends to, Southern Cross is focused purely on supporting its members.
Because when you’re with the right people it shows.
2degrees: Play past 12 OOH
TBWA
12 years old is when inequality starts for female rugby players and the biggest drop out of participation starts. We’re wanted to use 2degrees sponsorship of Super Rugby Aupiki by demonstrating our Fight for Fair for Female Footy, helping more young girls see a potential pathway to success, if they stay in the game.
Shot in a gritty, b&w style that’s become synonymous with the mens game, our creative idea used the pending retirement of 12 YO female rugby players to demonstrate the challenges facing women’s rugby and to gain attention around what can be done.
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.