Title | BEYOND THE WALL |
Brand | FRUCOR BEVERAGES |
Product / Service | MOUNTAIN DEW |
Category | A01. Creative Effectiveness |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
Production Company | 8COM Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Creative Director |
Tamryn Kerr | Colenso BBDO | Art Director |
Dan Wright | Colenso BBDO | Art Director/Digital Creative Director |
Rachael Walker | Colenso BBDO | Copywriter |
Tim Ellis | Colenso BBDO | Group Account Director |
Samantha Parsons | Colenso BBDO | Account Director |
Andy Mcleish | Colenso BBDO | Head Of Planning |
Hayley Pardoe | Colenso BBDO | Planner |
Jen Storey | Colenso BBDO | Producer |
Paul Headington | Colenso BBDO | Technical Director |
Mat Tizard | Colenso BBDO | Creative Technologist |
Aisha Daji Punga | Frucor Beverages Ltd | Commercial Development Director |
Joanna Hollins | Frucor Beverages Ltd | Senior Brand Manager |
. | 8com | Production Company |
. | Fugitive | Digital Developer |
Kairau Bradley | . | Artist |
Andy Jacobs | . | 3d Artist |
Gregory Bennett | Aut University | Motion/Capture Technician |
. | Bootleg | Sculpture Build |
The Impossible Reach. Every street artist on the planet aspires to it. Getting their tag, their art, where people will look at it and say “how on earth did he get it there?”. To the street-artists it’s addictive, and to the on-lookers it’s exciting. Mountain Dew in New Zealand has a single-minded ambition: to help its drinkers take their passion to the next level. In 2012 we enabled anyone with a passion for street-art to do just that. Teaming with infamous graffiti artist Haser and a team of tech experts we used cutting edge motion-capture technology to bring graffiti to life in 3D. Then, recreating an online version of the motion capture technology we invited fans to push their own pieces to the next level and encouraged them to take it to the streets of the world with Google Street View. Finally, we travelled the length and breadth of the country making sure our fans and their friends had the opportunity to engage with us in the real world, set eyes on the 3D graffiti and sample the goods. The results were staggering: • Brand health and engagement shot up • A whopping 24% of our target market participated • And most importantly in a declining market Mountain Dew grew 28%