A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Tuesday, April 01, 2008

NEW CAMPAIGN URGES PEOPLE TO SEE THE BIG POTENTIAL OF LITTLE ACTIONS


Y&R Wellington and Prodigy have collaborated to create and launch a 45 sec TV
  • commercial
  • for non-profit We Are What We Do (WAWWD) movement within New Zealand to promote its global bestseller book Change The World For Fifteen Bucks.
    Directed by Prodigy’s Dael Oates, the spot aims to encapsulate the essence of the book – small actions + lots of people = BIG CHANGE and inspire worldwide viewers to take simple everyday actions that can improve our environment, health and communities.
    With a naturalistic tone, the piece features a series of sharp, succinct imagery of easy everyday actions described within the book, Change The World.
    From turning off the tap between brushing and rinsing to turning the light off when you leave a room, each scene is communicated simply and in only enough time for the activity to register with the viewer, creating a rhythm of realistic actions that everyone can relate to and respond.

    Managing Director/Creative Director: Chrissie Lahood
    Creative Director: Anton Hart
    Production Company: Prodigy
    Director: Dael Oates
    DOP: Peter Eastgate
    Sound: Nylon
    Post Production: Animal Logic
    Music: Xavier Rudd
    Editor: Adam Wills

    11 Comments:

    Anonymous Anonymous said...

    What a tragic waste of a great brief. If only the same amount of thought had been put into the idea that was put into the description of the idea for the press release.
    If the agency truly believed in the message it would have made this ad using stock footage. But no, it was seen as a chance to jump on the charity bandwagon as a way to get a new ad on the agency show reel. Think of all the resources, power for starters, wasted to make this bland ad. I guess the director was tricked into doing it for nothing because it would 'be good for his reel'. Wrong.
    Just a thought starter - why didn't you make the ad for $15 as a more interesting way of communicating the thought?
    What a waste.

    7:39 PM NZDT

     
    Anonymous Anonymous said...

    Chill out mate. I think the point of the ad is to think about the planet, pos up and do a little something to be a good cunt. Perhaps a few good turns in your day will help you squeeze the bitter bug out of your bitter little butt. Nice ad by the way.

    1:08 AM NZDT

     
    Anonymous Anonymous said...

    I agree whole heartedly with 7.39! What a sorry ass creative wank that totally defeats the idea being communicated. Yeah, good idea! Let's do a totally wasteful ad to inspire people to waste less. I blame the client too. Surely all they would have had to have done was just to post a challenge up on youtube. I reckon they would have got far better than this. What a shame.

    10:39 AM NZDT

     
    Anonymous Anonymous said...

    7:39 - You hit the nail on the head there. A $15 ad would have made complete sense.

    12:53 PM NZDT

     
    Anonymous Anonymous said...

    I thought this site put an embargo on using the c word a year or two ago. Does this mean it's now been lifted?

    1:41 PM NZDT

     
    Anonymous Anonymous said...

    it was a $15 ad.

    2:06 PM NZDT

     
    Anonymous Anonymous said...

    Y&R is a joke - I should know, I used to work there! Give up you lot.

    8:54 PM NZDT

     
    Anonymous Anonymous said...

    Has anyone seen the bus shelter ads for this? It says something like 'good enough for Omingraphics to get involved'!

    Now if that's not a self-congratulatory pat on the back then I'll take one up the jacksie.

    8:58 PM NZDT

     
    Anonymous Anonymous said...

    I prefer the Burger King Chimps campaign written by Vaughn Davis.

    9:03 PM NZDT

     
    Anonymous Anonymous said...

    Regardless of the cost, it's a crap ad. What a waste of everyone's time and money.

    10:35 PM NZDT

     
    Anonymous Anonymous said...

    It's hypocritical. Y&R wellington makes ads for Caltex (and Starmart) pushing petrochemicals and plastic wrapped snacks. They make ads for Colgate Palmolive - a company famous for its lack of environmental impact reporting and animal testing.

    Either this campaign is an attempt at a moral make-good by Y&R, or worse, an attempt to use a pro bono client to get a bit of positive exposure.

    For shame

    1:14 PM NZDT

     

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