ACC showcases power of active recovery in new campaign via VML NZ and Film Construction
Accident Compensation Corporation (ACC) has launched a new campaign with agency partner VML New Zealand, produced by Film Construction.
Directed by Perry Bradley, the new spot takes viewers on an emotional journey, telling the story of a man’s recovery from an injured shoulder. Guided by his physiotherapist, we follow his rehabilitation and motivation to overcome his setback to be ready for a significant life event.
Says Bradley: “This project was about capturing the quiet heroism of everyday New Zealanders. It’s an honest, warm story about determination to recover from injury and the personal motivation driving that. Ordinary people going about their recovery so they can get on with life and what matters to them. That’s what I wanted this to feel like. And I think we got there.”
Bradley highlights the attention to detail that brought the narrative to life: “We found real emotion in the smallest gestures: a milk bottle repurposed as a rehab tool, the reassuring squeeze of a partner’s hand, and the quiet triumph of a man returning to work. The humour and humanity carried through just as I’d hoped, balanced by a finale that still gets me every time I watch it. Cam Ballantyne wrote an indie ballad that fitted the arc of our character’s journey, and I’m still humming the hook.”
Says Shaun Jones, Head of External Engagement at ACC: “The messaging supports the work ACC and health professionals do everyday to help people with non-serious injuries like sprains and strains to get back to everyday life, sooner. We know people have different motivations when recovering from an injury and the emotive recovery story we’re sharing shows the benefit of, and encourages people to play, an active role.”
Says Kim Pick, Group Executive Creative Director at VML: “The campaign weaves in moments of levity, demonstrating that a recovery journey is a holistic process that includes gentle movement and staying connected with others. We wanted to show how an active recovery can help you get back to what matters, sooner.”
The campaign, supported by media agency, MBM, and research company, TRA, is rolling out across digital platforms and social media channels nationwide.
ACC
Head of External Engagement: Shaun Jones
Manager Brand and Identity: Helena Cooney
Strategic Advisor: Julie Connal
Manager Customer Partnerships: Anna Santos
Senior Advisor, Brand & Identity: Sophie Erasmuson
Digital Marketing Manager: Pranav Singh
Agency: VML
Media: MBM
Research: TRA
Production Company: Film Construction
Director: Perry Bradley
EP: Belinda Bradley
Producer: Andy Mauger
DOP: Marty Williams
Editor: Tim Mauger
Colour: Pete Ritchie
Online : Leoni Willis / Toybox
Composition: Cam Ballantyne / Beatworms
Photography: Steve Boniface / Loupe Agency
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