The Work 2024 Contenders: Federation
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Federation’s Top 3…
TrackSAFE Foundation and KiwiRail: Steely Stan
Federation
Kiwis are complacent around railway tracks. With near misses on the rise, TrackSAFE and KiwiRail needed to introduce real behaviour change – to convince Kiwis to see trains, not just look. Moral priming tells us that we’re more likely to do the right thing when we’re being watched. So, we introduced Steely Stan, a Kiwi cowboy who appears at rail crossings offering sage advice. Launching during New Zealand’s Rail Safety Week, ‘Steely stare’ became part of a conversation affecting countless New Zealanders.
Auckland Transport: Mission Electric
Federation
Committed to reducing their footprint by 85%, Auckland Transport began rolling out a fleet of low emission vehicles. Every mission needs a rallying cry. So, we created ‘Mission Electric’, a positive multi-year platform to promote Auckland Transport’s emissions reduction plan. Speaking directly to residents of the areas going electric, we created a ‘transparent’ bus wrap, designed to give Aucklanders a peek under the hood of the vehicle and the innovative technology that powers it.
NZ Opera: Macbeth / The Paranoid Campaign
Federation
After King Duncan’s murder, Macbeth’s paranoia became all consuming. With an audience in its golden years, NZ Opera needed to attract an entirely new audience to their production of Macbeth. So, we created ‘The Paranoid campaign’ and pursued our audience wherever they went. Using retargeting algorithms, our digital creative followed viewers around the internet, accusing them of eavesdropping and staring at it, descending further and further into madness.
The deadline for Campaign Brief’s The Work 2024 is Monday May 13. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email ricki@campaignbrief.com.