AUCKLAND, Today: TBWA Group NZ has developed a new campaign for ANZ Bank that aims to get us thinking about the importance of a warm and dry home to the health of Kiwis.
TBWA chief creative officer Shane Bradnick said: “Singlets in winter and jandals in the rain. As much as we try to deny it, New Zealand gets cold and so do our homes.”
Launched as part of ANZ’s Healthy Homes initiative, the campaign plays on the unfounded beliefs that the earth is flat, dinosaurs never existed and New Zealand doesn’t get that cold.
But as winter sets in we’re reminded this is not the case, with 47% of Kiwi homes lacking adequate insulation.
The relatable film shows children playing in a cold, damp home and talking through each unfounded belief. The piece ends with the children cheering as insulation arrives ready to be installed.
“A lot of people have put a lot of work into this tidy commercial.”
“We tend to laugh at those who believe in things that seem completely absurd, such as flat earthers or dinosaur deniers, yet in New Zealand we maintain this irrational belief that it doesn’t get that cold here,” says Bradnick.
“We wanted to expose that absurdity in a humorous way that also had a bit of feeling. The Kiwi mentality of toughing it out needs to change, this ‘cold climate denier’ insight provided the best way to try to do it.”
ANZ has pledged $100 million of interest-free lending to help insulate Kiwi homes via interest-free home loan top-ups of up to $5000 to put towards insulation.
ANZ head of consumer marketing Matthew Pickering said: “As New Zealand’s largest home lender, ANZ recognises the role we play to help Kiwi homes be healthy places to live.”
The campaign will be supported by tailored executions in digital, social media, OOH and Adshels.
CREDITS
Client: ANZ New Zealand
Agency: TBWA Group NZ
Production Company: Goodoil
Director: JH Beetge
Post Production: Blockhead
Music, sound design & mix: Liquid Studios
PR: Eleven
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