Auckland - Saatchi & Saatchi New Zealand has just released a new campaign for ASB Bank. Its goal? To encourage New Zealanders to acknowledge and celebrate their successes - because success breeds success.
The campaign territory was the result of research conducted by ASB highlighting that New Zealanders are painfully reluctant to celebrate. They're so humble that when asked how they celebrated getting a new job, 53% of people said they did nothing at all to acknowledge it. And while being excited about the birth of a child, only 10% of New Zealanders did anything significant to celebrate it.
Saatchi & Saatchi enlisted one of the UK's most beloved actors, Brian Blessed, star of a variety of stage and screen productions including Blackadder, Flash Gordon and Robin Hood, to help New Zealanders embrace the power of positivity and the benefit of focusing on the things that take you forward.
Slade Gill, Saatchi & Saatchi Creative Director said, "The first thing Brian Blessed said to me when he arrived in New Zealand was, "I believe in this message. I have lived my life by this message all the way to the top of Mount Everest, and therefore I have endeavoured to memorise every f$#@! line." The man knew the campaign was bigger than just serving up a wacky character, and that gave all of us immense confidence."
Anna Curzon, ASB's General Manager for Brand Experience says, "In a world of hard work and high expectations, it's so easy to overlook the daily triumphs. We hope the campaign's humorous approach will help encourage everyone to focus on celebrating the smaller successes in life because they really do matter. As the saying goes, it's often about the journey not the destination."
http://www.youtube.com/user/ASBBank
Credits
Antonio Navas - Executive Creative Director
Slade Gill - Creative Director
Brad Collett - Creative Group Head - Art Director
Mike Davison - Head of Art
Nathan Cooper - Creative Director - Digital
Heath Davy - Director of Operations
Emma Taylor-Warne - Creative Services Manager
Jane Oak - Head of Content
Pip Mayne - Agency Producer
Traktor - Director
Richard Ulfvengren - Executive Producer / Traktor
Stu Giles - Producer
NZ Production Company - Curious Films
John Toon - DOP
Neville Stevenson - Production Designer
Tim Mauger - Editor
Peter Van der Flut - Music
Audio Post - Liquid Studios
Haydn Thomsen - Executive Digital Producer
Lorraine Guerin - Senior Digital Producer
Luke Pittar - Senior Digital Creative
Anna Rose Kerr - Digital Creative
Neill McAlpine - Digital Creative
David Hunter - Digital Creative
Matt Skinner - Lead Developer
Ralf Klis - Developer
Jonathan Bardsley - Digital Designer
Paul Gibson - Studio Manager
Jack Wadham - Designer
Murray Streets - Director Of Strategy
Peeyoosh Chandra - Digital Planning Director
Andrew Stephenson - Senior Brand Strategist
Philip O'Neill - Group Head ASB
Fee McLeod - Digital Director
Lynne Hunt - Digital Account Manager
John Maloyd - Digital Account Manager
Michael Wood - Account Director
Liz Jones - Account Manager
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