BORN TO DEFY

Silver Spike
TitleBORN TO DEFY
ClientLION
Product / ServiceBEER
CategoryA02. Drinks - Alcoholic & Non-Alcoholic
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Media Agency ZENITH OPTIMEDIA Auckland, NEW ZEALAND
Production Company ROBBER'S DOG Auckland, NEW ZEALAND

Brief Explanation

There’s a defiant ‘kiwi attitude’ that drives many New Zealanders to achieve well above the norm, despite our isolation and small population, it was the attitude that led to the creation of Steinlager Pure and it’s that attitude that Steinlager Pure has always celebrated in their advertising campaigns. William Trubridge is a New Zealander, a 15-times world record holder and the current freediving world champion. With no fins, no tanks, no weights, nothing but one breath, his body and his mind he dives to 102 meters deep, going places no human has ever been, pushing the boundaries of what’s humanly possible while combating pressures that would crush a soccer ball to the size of a tennis ball. With every dive he defies death, nature, his own body and the expectations of the world. This ad was shot in Deans Blue Hole in theBahamas, the deepest blue hole in the world. It’s the first ad in a campaign aimed at turning William Trubridge from a sportsman who is relatively unknown in his own country into the national hero he deserves to be.

Credits

Name Company Position
Shane Bradnick DDB Group New Zealand Executive Creative Director
Chris Schofield DDB Group New Zealand Creative Director
James Conner DDB Group New Zealand Senior Art Director
Christie Cooper DDB Group New Zealand Senior Copywriter
Guy Denniston DDB Group New Zealand Copywriter
Scott Wallace DDB Group New Zealand Group Business Director
Jonathan Rea DDB Group New Zealand Senior Account Manager
Lucinda Sherborne DDB Group New Zealand Head Of Planning
Rupert Price DDB Group New Zealand Planning Director
Judy Thompson DDB Group New Zealand Agency Executive Producer
Rosie Grayson DDB Group New Zealand Agency Producer
Adam Stevens Robber's Dog Director
George McKenzie Robber's Dog Managing Director
Mark Foster Robber's Dog Executive Producer
Helen Hendry Robber's Dog Producer
Pete Zuccarini Robber's Dog DOP
Tim Mauger Freelance Editor
Vincent Taylor Freelance Colourist
Stefan Coory Blockhead Online