ANCHOR X-RAY CASTS

Gold Spike

Demo Film

Presentation Image

TitleANCHOR X-RAY CASTS
BrandFONTERRA BRANDS NEW ZEALAND, ANCHOR
Product / ServiceANCHOR MILK
CategoryE02. Small Scale Special Solutions
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Dan Wright Colenso BBDO Creative Director
Tim Freeman Colenso BBDO Production Director
Gene Wheaton Colenso BBDO Digital Designer
Dave Brady Colenso BBDO Creative Director
Iain MacMillan Colenso BBDO Art Director
Levi Slavin Colenso BBDO Creative Director
Ben Polkinghorne Colenso BBDO Copywriter
Scott Kelly Colenso BBDO Art Director
Elliott White Colenso BBDO Copywriter
Rachel Morgan Colenso BBDO International Group Business Director
Ben Hopkinson Colenso BBDO Business Director
Eddie Thomas Colenso BBDO Senior Account Manager
Jade Seaton Colenso BBDO Account Executive
Lisa Divett Colenso BBDO Planning Director
Michelle Hong Colenso BBDO Senior Producer
Scott Chapman Colenso BBDO Senior Producer
Dov Tombs Colenso BBDO Executive Digital Producer
Clare Morgan Fonterra Brand NZ, Anchor Director of Marketing
Katie McClure Colenso BBDO Group Shopper Marketing Manager
n/a MediaCom Media Agency

Brief Explanation

X-Ray Casts is a campaign for kids, it turns ordinary casts into mini billboards for Anchor milk and is a vehicle for parents to educate their children around the importance of calcium in their diet. Patients uploaded their X-ray to our website. We then created bespoke vinyl stickers of their actual break and posted a pack out to them within 24 hours. The pack contained a super tough sticker that showed their actual X-Ray and had a barcode that could be scanned at supermarkets, giving them free Anchor Calci+ milk throughout their entire healing process. Once the cast has been transformed into an X-Ray Cast, the conversation around their broken bones do too, importantly bringing Anchor to the forefront.