AUCKLAND, Today: Just a few years shy of its 100th anniversary, NZ health & wellness brand Red Seal – with long-time agency partners Studio Nash and MBM, alongside Film Construction – has launched the first part of its new global brand positioning Incredible Inside with a two-tiered campaign that was briefed, concepted, produced and filmed entirely within lockdown.
Alert Level 4 lockdown hit just days before Red Seal’s marketing team were to begin pre-production on a campaign to launch the Incredible Inside brand positioning. Rather than folding up shop, they doubled down and produced a new campaign from within each team member’s bubble.
The partners launched the campaign on television and On Demand on Anzac Day – when TV ratings were at an all-time high.
Red Seal head of marketing Aurelia Moly said: “The brand’s revamped ethos – When you put incredible in you get incredible out – is reflective of the brand’s founding belief.
“Red Seal was founded with the simple idea that that the human body will strive involuntarily to correct ill health when given the goodness it needs, which has never rung truer than in our current climate.
“Despite the unique logistical challenges we faced, this project has all the hallmarks of true Kiwi ingenuity.
“Thanks to the incredible efforts of our team and agency partners, the result is a visually beautiful film and moving message of resilience through a testing time.”
“Going from strategy to ideas, content, social posts and a website in 10 days was a moment I’ll remember for the rest of my career.”
The brand campaign is supported by a functional social media campaign, and website which shares helpful immunity tips.
“We’re proud to be sharing with Kiwis a creative campaign that reflects a collective sense of relief and has a supportive tangible element to it,” Moly said.
“Going from strategy to ideas, producing content, social posts and a website from scratch in just over 10 days was a moment I’ll remember for the rest of my career.”
Zoom’s role
David Nash and Connan James of Studio Nash created the two tier campaign under lockdown, in collaboration with global strategic lead Simon Hammond of 50 Crates – all over Zoom.
Nash said: “The ad’s key phrase, ‘Knock the bastard off’, is the late Sir Edmund Hillary’s famous quote after conquering Mt Everest.
“We wanted the brand to offer more than the standard ‘We’re in this together’ message. As the situation evolved by the day, so did the TVC script.
“As we got towards Anzac Day, Sir Ed’s quote couldn’t be more fitting.
“The production process started with a few frantic phone calls – however, production company Film Construction was up to the challenge, pulling off two finished pieces from sourcing talent to final cut.”
Dad, too
Belinda and Perry Bradley, along with producer Jozsef Fityus, led the film production with Belinda’s own father featuring in the tvc.
The social Community Immunity campaign was created by a group of professional camera crew and the talent they had in their bubbles.
Incredible Inside will air for another month.
- More here: www.incredibleinside.co.nz
CREDITS
Red Seal
Global Head of Marketing: Aurelia Moly
Australasian EGM: Jez Hawkins
CEO: Sean Duggan
Naturopath: Michelle Irving
50 Crates
Founder and Head of Strategy: Simon Hammond
Studio Nash
ECDs: David Nash and Connan James
Head of Social Influence: Ash Lynch
Digital Designer & Developer: Liann Yim
MBM
Client Services Director: Nicky Greville
Business Director: Nicky Watson
Digital Manager: Lauren Smith
Planner and Buyer: Marika Allen-Jennings
Film Construction
Executive Producer: Belinda Bradley
Producer: Jozsef Fityus
Director: Perry Bradley
Cinematographer: Belinda Bradley
Casting: Harriett Maire
Editing & Post Production: James Hutchinson
Audio Post: David Liversidge
Additional Camera (in bubble): Cameron Betts, Amalia Osbourne, Niamh Swannack, Ang Nayyar, Jen Smith.
PR: Pead
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