ANZ MR HUMFREEZ

Bronze Spike

Case Film

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TitleANZ MR HUMFREEZ
BrandANZ BANK
Product / ServiceANZ BANK
CategoryF02. Environmental / Social Impact
EntrantTBWA\AUCKLAND, NEW ZEALAND
Idea Creation TBWA\AUCKLAND, NEW ZEALAND
Production UNIVERSITY OF WATERLOO INTERDISCIPLINARY CENTRE FOR CLIMATE CHANGE, CANADA
Additional Company TBWA\AUCKLAND, NEW ZEALAND

Credits

Name Company Position
Shane Bradnick TBWA\NZ Chief Creative Officer
Catherine Harris TBWA\NZ Chief Executive Officer
Guy Roberts TBWA\NZ Executive Creative Director
Ashwin Gopal TBWA\NZ Creative Director
Wiktor Skoog TBWA\NZ Creative Director
Julian Andrews TBWA\NZ Creative Director
Watchara Tansrikeat TBWA\NZ Senior Art Director
Kate Heatley TBWA\NZ General Manager
Ruth Coulson TBWA\NZ Group Business Director
Mark Paisey TBWA\NZ Senior Producer
Jodie Hari TBWA\NZ TV Producer

Background

50% of Kiwi homes are too cold and damp, falling below World Health Organisation standards for a healthy home. As a result, 1 in 6 Kiwis suffer from respiratory diseases, especially children. New Zealand’s largest home lender, ANZ bank made a commitment to help through their Healthy Homes Initiative - offering interest-free loans for home insulation and heating. But faced with a culture of Kiwis used to ‘toughing it out’ over winter, our brief was to create a design-led solution that captivated and educated Kiwis. So that households would care about this issue, and do something about it with help from ANZ.

Describe the creative idea (40% of vote)

Mr Humfreez by ANZ is a 100% sustainable device that shows you when your home is too damp, or too cold. His hygroscopic horns uncurl when humidity is over 65%, and thermochromic ink on his face turns blue below 18ºC. More than just give a readout, Mr Humfreez was designed to capture the imagination of families with young Kiwis that were worst affected by this crisis. A cute, clever and unmistakably Kiwi icon of home health, Mr Humfreez forms the centrepiece of ANZ’s Healthy Homes initiative.

Describe the execution (40% of vote)

Instead of a plasticky marketing gimmick destined for the landfill, we aimed to create a sustainable device that occupied pride of place in the household. In collaboration with the University of Toronto, we created a world-first by coding and calibrating wood, one of earth’s most abundant materials. Calibrated to World Health Organization standards for a healthy home, Mr Humfreez relies on no power source, and is made with just wood, wool and ink. Kids were at the forefront of every design decision in the making of Mr Humfreez. From his core behaviour that even a child can understand (blue face to show cold, horns pointing up as a warning), to his name (‘hum’ for humidity, ‘freez’ for cold), his rhyming message and his fluffy coat of merino wool for added warmth. The launch campaign was combined with an education programme to help young Kiwis take action.

List the results (20% of vote)

• Thanks to Mr Humfreez, over 3X more Kiwis now associate ANZ with Healthy Homes than any other bank. • Mr Humfreez drove 5X more search volume than any other ANZ campaign. • We received over 30,000 registrations for the device during the campaign. • Government agencies and NGOs have reached out to seek potential partnership opportunities - including Housing NZ, EECA (Energy Efficiency and Conservation Authority), The Asthma & Respiratory Foundation and Habitat for Humanity. • Mass production is underway in phase 2 due to global demand. • Mr Humfreez is being trialled as a teaching tool to become part of the NZ school curriculum. • 94% positive social media sentiment during the campaign. Incredible for ANZ bank at a time of significant reputational challenges in New Zealand and Australia.