Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is FCB Aotearoa’s Top 3…
PAK’nSAVE: Borrow the Brand
FCB Aotearoa
PAK’nSAVE’s branding has two elements. A yellow background, and a Stickman. For 17 years, they’ve used this combination to keep advertising costs down. But when you’re always talking about low prices, how do you make Super Deals, PAK’nSAVE’s biggest sale, stand out? Rather than make their own ads, they borrowed some.
Weirdly, NZ has a lot of brands that also use the colour yellow. Like our biggest energy provider, leading electronics retailer, national sushi giant, and a big bread company. And all agreed to leave their ads running so Stickman could get his Super Deals message out before Christmas.
PAK’nSAVE: Adternship
FCB Aotearoa
For years, Stickman’s used TV to push low priced messages for PAK’nSAVE. But come summertime, TV’s expensive. So this year, he found a way to spread save-y messages outside the ads.
Somehow, PAK’nSAVE convinced TVNZ to make Stickman their intern. For a week, he took over the station. Introduced on Seven Sharp, he used save-y gags to announce shows, deliver weather, control socials and even re-recorded the phoneline. For the price of a few 15” ads, PAK’nSAVE scored a week of airtime during the most expensive media buying time of the year – turning his summer internship into a lucrative adternship.
Waka Kotahi: Would You Rather
FCB Aotearoa
People don’t think about the deeper, more personally damaging effects of drink driving. The fact is, you can lose a lot more than your licence, you lose the love and respect of others. Through powerful storytelling, we captured a raw moment between a couple and their friends as a casual game of ‘Would You Rather’ takes an emotionally turn, leaving our audience thinking about the consequences of drink driving.
But we didn’t stop there. As months went by, we released shorter films showing how our main character’s actions continue to affect him and his family, causing his life to unravel.
The deadline for Campaign Brief’s The Work 2024 is Friday May 3. 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.
