ANZ MR HUMFREEZ

Bronze Spike

Case Film

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TitleANZ MR HUMFREEZ
BrandANZ BANK
Product / ServiceANZ BANK
CategoryB01. Brand-led Education & Awareness
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
Matt Kingston TBWA Head of Planning
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. Living in unhealthy homes causes 1600 premature deaths each winter. 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 used to ‘toughing it out’ over winter, our brief to was to captivate and educate Kiwis by creating a new way for them to understand the issue. So that households would care enough to fix the problem with help from ANZ.

Describe the creative idea (40% of vote)

Mr Humfreez by ANZ is an innovative household device that indicates healthy humidity and temperature levels in a home. The 100% sustainable device works without relying on any power source, and is calibrated to World Health Organisation standards for a healthy home. Instead of a plasticky marketing gimmick destined for the landfill, our intention was to create a sustainable device that occupied pride of place in the household. More than just give a readout of current temperature and humidity levels, Mr Humfreez is a world-first innovation aimed at capturing 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 final product (40% of vote)

The innovation in Mr Humfreez was inspired by the same phenomenon that warps wood in the damp Kiwi homes. In collaboration with the University of Toronto, we created a world-first by coding and calibrating wood, one of earth’s most abundant materials. Mr Humfreez’s hygroscopic horns uncurl when humidity exceeds 65%. Custom made thermochromic ink on his face turns blue below 18ºC. Instead of plastics and rare earth metals, the cutting edge technology in this device is made with just wood, wool and ink. Kids were at the forefront of every design choice. 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.