Title | IPAD TIP ME OVER |
Brand | YELLOW |
Product / Service | YELLOW |
Category | B02. Consumer Products & Services |
Entrant | RAPP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company: | RAPP NEW ZEALAND Auckland, NEW ZEALAND |
Advertising/Web Design Agency: | RAPP NEW ZEALAND Auckland, NEW ZEALAND |
Credits |
Name | Company | Position |
---|---|---|
Wayne Pick | Rapp New Zealand | Executive Creative Director/Art Director |
Kim Pick | Rapp New Zealand | Creative Director/Writer |
Clare Waldron | Rapp New Zealand | Senior Account Director |
Tony Drayton | Tony Drayton | Photographer |
Gordon Moir | DDB New Zealand | Retoucher |
Kellie Nathan | Yellow | Marketing Director |
Lydia Whitehead | Yellow | Digital Communication Manager |
Lucy Cameron | Yellow | Head of Communications and Channel |
Early adopters playing with the iPad and its screen rotation were getting used to pages reformatting from portrait to landscape. But with the Yellow ad, when you tipped your screen, instead of adjusting the layout, you actually tipped the model on the floor. The ad demonstrated the two ways people used Yellow: for the lifestyle things you wanted, and the services, like drycleaning and carpet cleaning, you sometimes needed unexpectedly. Yellow dots highlighted the relevant Yellow search and clicked through to Yellow.co.nz listings. The ad became part of NZ's iPad launch roadshow and demonstration.