DDB has launched a new Lifeline fundraising campaign, The 72 Club, which aims to flip the infamous ’27 Club’ on its head. The 27 Club’ are young musicians whose lives were tragically cut short. “From that inspiration,” says DDB ceo Justin Mowday, “The 72 Club was created to inspire all Kiwis to go on to live to 72 and beyond.”
“The campaign came about when two DDB New Zealand creatives read a news story highlighting that Lifeline, New Zealand’s largest mental health helpline, had lost funding and was struggling to operate,” Mowday said.
“They had the idea to recreate a song made famous by a member of the 27 Club, Janis Joplin’s Piece of My Heart, with a group of music legends who have enjoyed a life well lived.”
“Supported by NZME, the track has received significant airplay across radio, and supported in print and online.”
The song is brought to life through a music video, produced by Sweetshop and directed by Dylan Pharazyn, that captures an older Kiwi woman as she celebrates a full and happy life surrounded by her friends and family.”
Supported by NZME, the track has received significant airplay across NZME radio stations, and supported in print and online.
All campaign touchpoints have been directing audiences to www.the72club.co.nz where donations can be made directly, or by buying merchandise, or purchasing a copy of the song.
CREDITS
Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: James Conner
Creative Director: Christie Cooper
CEO: Justin Mowday
Lead Business Partner: Nikki McKelvie
Senior Business Director: Carly Pratt
Business Manager: Ravina Raju
Business Coordinator: Georgina Foot
Senior Planner: Anna Gunnell
Senior Planner: Damien Eames
Executive Producer: Judy Thompson
Producer: Alva Waldron
Senior Editor: Mike Hammond
Editor: Mark Trethewey
Editor: Dan Cummings
Audio Engineer: Dan Partington
Digital Director: Liz Knox
Senior Digital Producer: Lizzy Funaki
Head of Digital Design: Jason Vertongen
Digital Designer: Ashley Cook
Digital Developer: Emmanuel Ordorisio
Front End Developer: Paul Hutcheon
Digital Copywriter: Jacob Newton
Digital Art Director: Josep Jover
Motion Design: James Li
Digital Producer: Sheetal Pradhan
Developer: Mike McMillian
Social Planner: Liam Norris
Digital Campaign Manager: Nabell Dada
Studio/Production Director: Marcel de Ruiter
Print Producer: Amanda Summersby
Print Producer: Shelley Cousins
Retoucher: Gordon Moir
Senior Mac Designer: Nicole Dekker
Senior Mac Designer: Barry Cumming
Production Company: Sweetshop
Director: Dylan Pharazyn
Producer: Larisa Tiffin
Managing Director: Fiona King
DOPs: Marty Williams, Adam Luxton
Editor: ARC
Post Production: Stuart Bedford, The Machine Room & John Baxter, Perceptual Engineering
Illustrator: Minky Stapleton
Photographer: Mat Baker
Assistant/Retoucher: Karl Baker
Talent: The Pinesongsters from Metlifecare Pinesong Retirement Village
Records: Peter King, Lathe Cut Records
PR Agency: Mango Communications
Managing Director: Claudia Macdonald
General Manager: Sean Brown
Account Director: Max Burt
Account Executive: Isabelle Clarke
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