Figma celebrates ANZ’s most creative tradition with launch of the ‘Australian and New Zealand Bureau of Nicknames’ campaign via Hellions

In a campaign designed to celebrate one of ANZ’s most beloved pastimes, product design and development platform Figma has willed the ‘Australian and New Zealand Bureau of Nicknames’ (ANZBON) into existence in a new campaign via indie agency Hellions.

Acting as an entirely self appointed authority, the Bureau was established to shine a light on the Aussie and Kiwi art of nicknaming. Born from Figma’s mission to help teams turn ideas into real products, the project functions as a playful department for the region’s most informal ideas, celebrating the everyday spirit of local creators.

Developed in collaboration with director, Angie “Birdie” Bird, Truce Production Co., the world of ANZBON unfolds through a series of narrative films, socials, and a microsite dedicated to ensuring every Australian and New Zealander can have their unofficial name officially* recognised.

The ambitious product demo showcases Figma’s ability to take a thought from concept to reality by designing, prototyping and bringing an entire fictional organisation to life.

Yosub Kim, Director of Brand Marketing at Figma, says the project was designed to showcase how effortlessly ideas can be built and shared: “In Australia and New Zealand, nicknames aren’t just nicknames, they’re a love language. They’re given by friends, family, loved ones, the people who know you well enough to turn a single moment into something that sticks for life.

“ANZBON was born out of that insight as a way to pay homage to the uniquely Aussie and New Zealand sport of nicknaming. It started as a dumb, playful idea, but that’s the whole point. At Figma, we believe the best ideas often start that way. It doesn’t have to be perfect to be worth building.”

Talking to the creative process, Elle Bullen, Creative Partner at Hellions says: “Building an entire organisation just to demonstrate another company’s product seemed like a farfetched solution for a campaign, until we realised the power to do exactly that was in our hands.

“We figured if you’re going to show what Figma can do, why stop at an ad? So we created the branding, the bureaucracy, the website, the rules, the films… and an entire institution that, quite frankly, should exist.”

Ironically, Hellions, Truce and Figma approached the project with none of the complex bureaucracy ANZBON exists to create for our pastime of nickname creation. In fact, the entire organisation and campaign was brought to life by a small, borderless team of global collaborators.

Says Bird: “The story of ANZBON is a message to anyone who has an idea, no matter how ridiculous the idea is: you don’t need permission to be creative. Whether it’s an app, a product, a startup, or even a fictional government bureau for nicknames, Figma is where even the most unlikely ideas can be built into something real.”

For Aussie expat Director and Creative Director, Bird, the project itself became a showcase of the collaborative design process, and a really good reason to visit home: “The brief was basically to make something unhinged with uniquely Aussie and Kiwi vibes.

“That’s the kind of creative freedom directors dream about. For me, the project was really about the joy of making things as a creative team. ANZBON is what happens when a slightly ridiculous idea gets the tools it needs to exist. Huge credit to Figma for backing such a wonderfully strange idea.”

Nickname applications are now open at anzbon.figma.site

*unofficially

Figma
Director of Brand Marketing: Yosub “Meatball” Kim
Marketing Manager, APAC: Bell “Beastie” Tan
Brand Marketing Strategist: Amy “Fox” Sligh
Social Media Manager: Laurie “Hugh” Cruz
Senior Art Director: Sunny “Tron” Chuang

Hellions
Creative Partner: Elle “Walrus” Bullen
Creative Partner: Dan “Sparkles” Sparkes
Managing Partner: Mike “Arctic Fox” Doman
Senior Designer: Trudi “Troodles” Hewitt
Group Account Director: Miranda “Turbo” Anzarut

Truce
Director and Creative Director: Angie “Birdie” Bird
EP / Producer: Elise “Treno” Trenorden
Production Manager: Jess “Jerry” Chapman
Production Assistant: Michael “Danger” Hollis
Socials Producer: Carla “Cax” McConnell
Cinematographer: Mitch “Grub” Ayers
B Aam: Amy “Delz” Dellar
1AD: Cam “Scanner” Mellor
Production Designer: Beth “Private” Ryan
Costume Designer: Emma “Lampy” Lamp
HMU: Nat “Burls” Burley
Lighting/Grip combo: Christiaan “Gary” Aberneathy
Sound Recordist: Alex “Wak” Wakefeild
Socials director: James “Bear” Dryden

Post Production
Editor: James “Flashbolt” Ashbolt
Colourist: Daniel “The Whip” Witt (Moodlab)
Online/Flame artist: Naomi “Nomalini” Anderlini
Sound Designer: Rob “Tofu” Stephen (Echo Darling)
Sound+Grade Producer: Laura “Messy” Hesse

With special thanks to Shrooms, Old Sally, Sunshine, Nobby, Clackas and Shetland Tony. You know who you are.

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