GARDEN

TitleGARDEN
BrandIAG NEW ZEALAND
Product / ServiceSTATE INSURANCE
CategoryA04. Production Design / Art Direction
EntrantCOLENSO 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

Credits

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

Brief Explanation

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 gardening when the wind starts blowing. Sundenly the wind turns gail force and things start flying away. The voice-over asks the viewer to ‘skip’ the ad to save him. If they don’t ‘skip’, the wind blows even harder, forcing our character to grab a tree to stop him blowing away. Now flapping in the wind, our character and voice-over pled the viewer to ‘skip’ the ad. If they still don’t skip, he decides to do it himself. He breaks a branch off and uses it to press the skip button, saving himself and finishing the ad.

The Brief

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 cyclone, without showing real gale force winds? And all within State’s blue, monochromatic brand guidelines. We created an all blue garden set and rigged all the ornaments to wires so they could be pulled out of frame when the industrial fans where turned on. Our character was also rigged to a harness that allowed him to be pulled horizontal when the ‘wind’ increased, making it feel like he was being lifted by the storm. We timed lighting changes to the different settings on the fans, so as the wind effect increased so did the ominous feeling of the sky.