Title | ANCHOR X-RAY CASTS |
Brand | FONTERRA BRANDS NEW ZEALAND, ANCHOR |
Product / Service | ANCHOR MILK |
Category | E02. Small Scale Special Solutions |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media | MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND |
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 |
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.