ESSENTIAL THANKS

TitleESSENTIAL THANKS
BrandASB BANK
Product / ServiceCOMMUNITY AND SPONSORSHIP
CategoryC02. Interactive / Dynamic Digital Screens
EntrantASB BANK Auckland, NEW ZEALAND
Idea Creation WITH COLLECTIVE Auckland, NEW ZEALAND
Media Placement CARAT Auckland, NEW ZEALAND
Additional Company DENTSU Auckland, NEW ZEALAND
Additional Company 2 LUMO Auckland, NEW ZEALAND

Credits

Name Company Position
Hadleigh Sinclair WiTH Collective Creative Director
Jack Delmonte WiTH Collective Creative Director
Will Winter-Irving WiTH Collective Art Director
Joe Ranallo WiTH Collective Copywriter

Cultural / Context information for the jury

New Zealand had one of the earliest and strictest lockdowns worldwide. Level four lockdown meant you were only to leave your home for grocery shopping, food, or if you were considered an essential service.

Tell the jury about the interactive / dynamic component of the work.

Every single placement in our campaign was written by an everyday New Zealander. We took real comments on social media and ran them on billboards nationwide. Using a dynamic format, we could update them within hours, and our media partners helped us target the specific person that the message was for. Not only that, but a series of cameras allowed us to only pay for the media placement once an essential worker saw it. This meant we were buying OOH as you would digital display on a cost-per-view basis - a nationwide first for New Zealand.