KIWIRAIL - DISTRACTAD

TitleKIWIRAIL - DISTRACTAD
BrandKIWIRAIL
Product / ServiceTHE GREAT JOURNEYS OF NEW ZEALAND / ADHD NZ WEBSITE
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Media Placement NZME Auckland, NEW ZEALAND

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Gary Steele DDB Group New Zealand Executive Creative Director
Brett Colliver DDB Group New Zealand Creative Director
Mike Felix DDB Group New Zealand Creative Director
Aiken Hutcheson DDB Group New Zealand Copywriter
Stan Lee DDB Group New Zealand Art Director
Judy Thompson DDB Group New Zealand Agency Executive Producer
Amanda Summersby DDB Group New Zealand Post Production Producer
Casey King DDB Group New Zealand Senior Agency Producer
Milon Williams DDB Group New Zealand Audio Engineer
Anna Hall DDB Group New Zealand Senior Business Director
Aaron Hodgson DDB Group New Zealand Senior Business Director
NZME NZME NZME Media
Ella Street KiwiRail Marketing Manager Tourism

Write a short summary of what happens in the radio or audio execution or campaign.

In this radio spot, we start off hearing a regular retail ad for the Great Journeys of New Zealand scenic train trips. But it slowly starts to go off topic, drifting from tangent to tangent, and the listener starts thinking “what is going on?” That’s when the rant is interrupted by our second voiceover, which explains that over 160,000 adult New Zealanders suffer from ADHD, and if the listener knows they also struggle to stay on topic, they may be one of them, and should visit the website for support. It then ends with a sponsorship message from Kiwirail.

Translation. Provide a full English translation of any audio.

MUSIC: Orchestral Opera VO: (Delicate, relaxed hotel-ad-like retail voice) Book one of The Great Journeys of New Zealand today, for an iconic train trip through amazing landscapes and stunning… (Suddenly thoughtful, almost matter-of-fact, losing the retail tone) You know, it’s weird how you never get sick of looking at a landscape… Many people won’t watch the same movie twice but trees, water, clouds… My phone keeps telling my cloud is full… I have a full cloud. We used to keep things we cared about in a safe, now we store them in the air… like magicians. My daughter’s having a magician at her birthday party. I wonder, will pulling a rabbit out of a hat seem as impressive as pulling all your personal details out of the air…? MUSIC: Starts to fade out VO: Speaking of magic tricks, have you ever kept chips in the fridge? They do not go stale! It’s ama… (voice gets cut off mid-sentence) MUSIC: Cuts out VO2: Consistently struggling to stay on topic can be a sign of adult ADHD, a challenge over 160,000 adult Kiwis live with. Learn how to manage and thrive at ADHD.org.nz. ADHD Awareness Month is proudly supported by Kiwirail.

Cultural / Context information for the jury

Kiwis – a colloquial term for a New Zealander Chips – New Zealanders refer to potato chips/crisps simply as “chips”