The Warehouse launches new ‘Start Here’ Tokyo Olympics campaign via TBWA\New Zealand
As proud sponsors of the New Zealand Olympic Team to Tokyo 2020, The Warehouse is encouraging Kiwis to start their own sporting journey with a new brand campaign called ‘Start Here’ developed by TBWA\New Zealand.
Now live, the campaign follows Kiwi kids as they imagine themselves competing at the Tokyo 2020 Olympic Games, spurred on by the excitement and pride of seeing their Olympic heroes. As a brand that delivers everyday value to New Zealanders, The Warehouse’s ‘Start Here’ campaign aims to encourage and help raise the new age of Kiwi Olympians by making sport accessible to all.
Says Andrew Stein, customer strategy lead, The Warehouse: “We’re proud to be supporting the New Zealand Olympic Team who are at the pinnacle of their careers and we hope we can inspire Kiwi kids to start their own sporting journeys by offering affordable sports gear.
“This campaign shows us, in a heart-warming way, that everyone has to start somewhere. Some of today’s beginners like the little guy on his bike in our ad, have every chance of becoming future Kiwi Olympians.”
To help give a helping hand to more Kiwi kids, The Warehouse has partnered with Variety – the Children’s Charity, to donate sports gear to schools in need and help kick start their students’ sports journey. The gear was donated during a two-week Jono & Ben Battery Powered Torch Relay hosted at select The Warehouse stores nationwide, in partnership with The Hits and NZME. The roadshow kicked off on Friday 9 July and encouraged Kiwi kids to ‘start here’ by playing on-site games to win sporting equipment. More than 600 pieces of sports gear was given away to aspiring Kiwi athletes.
The Warehouse are also sponsoring a school ‘Start Here’ programme that will be running on weekdays at the NZ Team fanzone ‘NZHQ’, located at The Cloud from Monday 26 July. The programme aims to inspire kids with the core Olympic values of Excellence, Respect and Friendship. Including Q&A with Olympians the programme also includes skills and drill sessions and activities, and will see over 6,000 kids from 60 schools participate.
Says Kereyn Smith, chief executive of the New Zealand Olympic Committee: “We’ll have a team of five million behind our New Zealand Olympic Team athletes and as we cheer them on they’ll be inspiring us to get involved and succeed in the sports we love.
“Sport plays a huge role in Kiwi culture and our physical and mental wellbeing, so being able to remove the cost barriers for sports gear levels the playing field and makes everyone’s sporting dreams that bit more achievable.”
Says Shane Bradnick, chief creative officer, TBWA\NZ Group: “Watching our great Kiwi athletes compete inspires us all and we know even our Olympic heroes had to start somewhere. ‘Start Here’ is all about the impact our Olympians have when competing on the world stage and the opportunity The Warehouse gives everyone to get involved with sport, and to get started.”
The campaign will be rolled-out across TV, radio, out-of-home, digital, social and in store.
Client: The Warehouse Group
Agency: TBWA\NZ
Production company: Sweetshop
Director: Zoe McIntosh
Producer: Anna Stuart
Media Agency: OMG
23 Comments
The girl is just dancing in her bedroom. The mum is folding washing. But the boy is the future olympian. FFS.
I think it’s called a tiktok, but being from 1984 you might not know that.
Insipid; lacking flavour; weak or tasteles.
Don’t turn it into something’s it’s not.
In terms of the actual ad, it’s cute enough. But somewhat predictable.
Dodging backlash like this will soon be an Olympic sport.
When did putting drop shadow on type start happening again?
The posters look like they’ve been done in-house.
Like a bad version of that batkid on the trike AAI ad. Also, why not get a VO that actually is an actual commentator? Felt very fake.
Also agree with the drop shadow crimes but I’m not going to start on the long list of poor craft in the OOH.
It’s the warehouse, basically a giant $2 shop. I’m pretty sure the customers who happily wander round in dressing gowns and slippers aren’t put off by the lack of advertising craft.
ann i oop!
Cheese.
Sure. But this is an industry blog so you can understand why the people here are put off by the lack of craft.
…this ad is just plain basic.
But why would you PR this? I doubt anyone who worked on it thinks it’s amazing. Client probably asked them to put a release out.
TBWA would PR a pigeon in reception at the moment.
Fuck that’s gold.
Just wondering what all the haterade for TBWA is about. Seems like every time they post there are a heap of little trolls waiting to jump on here. Sad.
Might have something to do with the culture and the number of people burnt/abused in their time at the agency? People in tears daily at a creative agency is just sad.
Do some of you commenters work for Cerebos? You could start a mine with the sheer volumes of salt.
Hi there, Cerebos employee here. While I love a good salt reference, I just wanted to pop in and clarify a common misconception. See most basic table salt these days isn’t mined, it’s harvested through a process of solar evaporation of concentrated brine ponds. New Zealand is actually home to a highly sophisticated facility in Marlborough called Dominion Salt which produces most of the table salt sold under the Cerebos label in NZ. We used to own the facility but sold our interest to a Hong Kong-based biotechnology and pharmaceuticals company called CK Life Sciences.
So if you had written “Do some of you commenters work for CK Life Sciences? You could set up a crystallising pond to concentrate the sheer volume of salt brine for export” I swear your comment would have absolutely killed it in my office.
Anyway, hit me up if you want to know anything else about salt my dude.
I will! Pop in your linkedin and I’ll be sure to add you. Love your work.
Slow day/week/month?
As per Wikipedia, the phrase “back to the salt mines” refers to one’s workplace or a dull or tedious task, which is doubly funny given the viewing experience of this ad.
I am standing here, clapping slowly at my monitor. Real MVP level.