Title | GARDEN |
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 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.
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.