Cannes Contenders: Colenso BBDO, Auckland

How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

BNZ: $HRED

We took millions in worthless shredded money and by recycling it into a simple direct campaign, we’re not only saving New Zealand homeowners hundreds of thousands of dollars, we increased BNZ mortgage lending by $600 million. Every day, billions of dollars in old banknotes are shredded by the world’s Reserve Banks and turned into worthless waste. We wanted to see if we could make it valuable again. As part of the Bank of New Zealand’s promise to help New Zealanders be good with money, we wanted to jolt people into tackling their biggest financial commitment – their home loan. New Zealanders had no idea how much they could be wasting in unnecessary home loan interest. To give them a wake up call, we collaborated with the Reserve Bank to access millions of dollars in real, shredded cash. Homeowners opened their mailboxes to find $1,000 in shredded bank notes, discovering how BNZ’s tailored home loans could help them save $156,000 on a typical $300,000 loan.

Pedigree: Found

Colenso BBDO, Auckland

When you lose your dog every second counts. So what if there was a way to activate an army of scouts in the exact area your dog was last seen, with just the push of a button? Well, that’s Pedigree Found. You just register your dog for piece of mind, and if they go missing you just press the LOST button. This creates lost dog alert mobile ads in the area your dog was last seen instantly, geo-targeted to a pinpoint radius of 2.5 kilometers & personalized with your dogs information. This, along with notifications to all Found app users, gives our network of eyes all the details they need to bring your dog home safely, and quickly. To create Found, Pedigree and Google invented a revolutionary new system to push out dynamic, location specific display media in a matter of seconds – down from up to 30 minutes. And unlike GPS collars, which are expensive and haven’t reached anywhere near enough dogs, Found is free to everyone, and the cost of all live display ‘lost posters’ is taken care of by Pedigree. Further proof, that Pedigree really do want to make the world a better place for dogs, and the people who love them most. So now, thanks to FOUND, your dog won’t stay lost for long.

Volkswagen NZ: Reduce Speed Dial

Poor decisions on the road are the result of momentary lapses in judgment. Our rational, responsible selves take a backseat to the irrational person racing to a meeting, or overtaking a frustratingly slow driver. This idea disrupts behaviour at this critical moment. The Volkswagen Reduce Speed Dial is a replacement panel for the speedo in Volkswagens. It follows all of the clarity and safety restrictions of a standard speedo, but the dial is personally hand written by a loved one. This simple, personal mnemonic reminds drivers what they have to live for at the exact moment they consider speeding. Inserted into select Volkswagen families Golfs, Colenso monitored their driving habits before and after, to understand if the agency could in fact, engineer safer drivers. Turns out, they can.

NZ Breast Cancer Foundation: Breast Cream

The World Health Organization estimates that 400,000 lives a year could be saved through the early detection and treatment of breast cancer. But 70% of New Zealand women don’t check themselves regularly. So Colenso BBDO created Breast Cream a simple moisturiser  that makes checking your breasts a part of your regular beauty routine. Simply applying it helps you look and feel for any lumps or changes that could be signs of cancer.

Tip Top: Yes Sticks

Research shows that ice cream causes neurological changes that make us feel good. Or, as New Zealand’s most popular ice cream maker likes to say, Feel Tip Top. So Colenso BBDO New Zealand thought, when people Feel Tip Top, they’d be more likely to say ‘yes’. So Colenso BBDO created Yes Sticks. A way to ask someone for something by harnessing the positive effects of ice cream. People’s questions were printed on specially made sticks that were revealed once the ice cream was finished and the person being asked was Feeling Tip Top.

Mountain Dew: Hidden Graphics

Mountain Dew believe – to get to easy you have to go through hard. But we needed to make it real. So we created a new type of skateboard. With a regular skateboards, you skate them hard and the graphic gets wrecked. But with these boards, the harder you skate them the better the graphic gets. The design’s laser cut into the ply, filled with hard resin, and then hidden. So you have to skate it to earn your graphic. To get one you just had to prove you skated hard enough to deserve one by posting pictures.

Volkswagen NZ: The People’s Film

The rest of the world still sees Volkswagen as ‘The People’s Car’, but over the years New Zealanders have forgotten that it was built for the everyman. We needed to reignite kiwis love for Volkswagen, and help them see it as the The People’s Car once again. A simple EDM, targeted to car clubs and enthusiasts, put a call out for their memories to help make an historic piece of film. People rummaged through lofts, dug out photos, VHS tapes, and shot new stuff, to be part of the brand’s story. We received 18 hours of supplied footage and thousands of stills, and we used it to create a 60 second spot. Every entry came with a wonderful story from a Volkswagen lover that we shared on social media. We got the nation to fall in love with us all over again with what was truly The People’s Film, of the People’s Car, made by The People.

Pedigree: K9FM

Dogs get stressed when left at home alone. Which is why many owners leave the radio on to keep them company. Pedigree thought it was time dogs had a radio station just for them, so we launched K9FM. A radio station specifically designed to keep dogs relaxed when their owners aren’t home. Research told us that classical music calms dogs down, ambient sounds keep them stimulated and what dogs love to hear most, is their owner’s voice. So we brought all this together to create hours of original, dog friendly content that broadcast all day, every day on 87.7 K9FM. Though the campaign was only weeks old when it won in the radio category in Cannes last year. This year, off th
e back of strong results and global acclaim, it will make an appearance in a range of different categories.

Pedigree: Dogs Don’t Judge – Lower Back Tattoo

Dogs don’t judge. Dogs see the good in everyone and make us better people, it doesn’t matter who you are, what you say or what you do, they love you unconditionally and never judge, no matter what happens or what other people think. Pedigree. Feed the good.

Pedigree: Dogs Don’t Judge – Lottery

Dogs don’t judge. Dogs see the good in everyone and make us better people, it doesn’t matter who you are, what you say or what you do, they love you unconditionally and never judge, no matter what happens or what other people think. Pedigree. Feed the good.

Pedigree: Dogs Don’t Judge – Crazy Hair

Dogs don’t judge. Dogs see the good in everyone and make us better people, it doesn’t matter who you are, what you say or what you do, they love you unconditionally and never judge, no matter what happens or what other people think. Pedigree. Feed the good.