Title | BATHROOM |
Brand | IAG NEW ZEALAND |
Product / Service | STATE INSURANCE |
Category | A04. Production Design / Art Direction |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | PHD Auckland, NEW ZEALAND |
Production | FINCH Auckland, NEW ZEALAND |
Production 2 | FRANKLIN RD Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Steve Cochran | Colenso BBDO | Executive Creative Director |
Mick Stalker | Colenso BBDO | Creative Group Head |
Charlie Godinet | Colenso BBDO | Art Director |
Samuel Sweetman | Colenso BBDO | Copywriter |
Will Harvey | Colenso BBDO | Business Director |
Emily Frost | Colenso BBDO | Senior Business Manager |
Robert Vela | Colenso BBDO | Account Executive |
Amy Pollock | Colenso BBDO | Planner |
Michelle Cavander | IAG New Zealand | Sales & Marketing Manager |
Divesh Bhula | IAG New Zealand | Propositions Marketing Manager |
Nicole Lovesy | IAG New Zealand | Channel Marketing Lead |
Natasha Gill | Colenso BBDO | Senior TV Producer |
Rebekah Kelly | FINCH | Production Company Producer |
Yianni Warnock | FINCH | Director |
Shane Taipari | Franklin Road | Sound Design |
Andrew Stroud | Freelancer | DOP |
Nathan Pickles | Freelancer | Offline Editor |
Stu Bedford | Freelancer | Online Editor |
Pete Ritchie | Freelancer | Colourist |
To demonstrate State’s brand motto ‘Click. Done’, we created a series of YouTube pre-roll ads. But unlike any other pre-rolls, we encouraged people to skip our ads. In fact, we begged people to skip them. And if they didn’t skip. We skipped them ourselves. In this film our character is brushing her teeth when a pipe bursts, spraying water everywhere. She’s worried. Suddenly two other pipes burst and start flooding the room. The voice-over asks our view to help her out by ‘skipping’ the ad. If they don’t, the room rapidly fills, until she is submerged. Now holding her breath, our character and voice-over peld with the viewer to save her. If they still don’t skip, she decideds she’s had enough an swims to the skip buttons and presses it, saving herself and finishing the ad.
State Insurance help people recover from life threatening situations every day. The problem is, legally we can’t show real danger. So how do you dramatise the devastating impact of a flooded house, without showing real flooding? And all within State’s blue, monochromatic brand guidelines. We created an all blue bathroom set with pipes rigged with blue material so when they ‘burst’ the material shot out. Small thin wires moved the material back and forth to create the ‘rushing water’ effect. To show the room filling with water, we slowly pulled a see-through blue sheet up in front of the camera, rising up as our character was lifted on a harness. The same harness then enabled her to swim toward camera and press the ‘skip button’ – without creating any real danger for our hero.