ANZ partners with Parris Goebel to give student gift of a lifetime via Whybin\TBWA Auckland
ANZ has launched its new Student Banking campaign, Fortune Favours the Brave, with some serious fanfare thanks to the help of Parris Goebel and Whybin\TBWA Auckland.
Partnering with Goebel, the globally renowned choreographer, ANZ has turned a first year student’s original song into a music video fit for the likes of J-Lo and Justin Bieber.
The campaign began with Sam Verlinden answering a small unassuming ad to university students, from a fellow student, looking for someone with an original song.
Says Verlinden: “I really wasn’t expecting anything other than the chance to work with other students wanting to put themselves out there and give things a try.”
What he found was the opportunity of a lifetime, a crew of the world’s best dancers ready to feature in his very own music video.
Says Matthew Pickering, head of brand, Retail and business marketing at ANZ: “Sam’s a great example of a student willing to put himself into the path of opportunity. Partnering with Parris Goebel and her talented team was a terrific way to showcase where an opportunity can take you.
“Students are at a crucial stage in their lives, when decisions can define their future. ANZ Student Banking gives students the tools they need to get a head start on university life.”
To date the campaign consists of a hero piece, which gives the viewers a behind the scenes look at the making of the music video.
Says Christy Peacock, executive creative director of Whybin\TBWA: “We set out to link the ANZ brand with the complex culture of first year students. Once we landed on the emotional platform of ‘Fortune Favours the Brave’, we pulled in this cultural icon [Parris] to produce engaging content that captures the enterprising spirit of all tertiary students. We hope this conversation will keep students engaged for some time to come.”
Client: ANZ
Campaign Title: Fortune Favours the Brave
Head of Brand, Retail and Business Marketing: Matthew Pickering
Senior Marketing Manager: Darryn Gordon
Marketing Manager: Carmelle Anderson
Creative Agency: Whybin\TBWA Auckland
ECD: Christy Peacock
CD: Karen Maurice O’Leary & Tim Huse
Creatives: Kirsty Hitchcock & Priya Ratan
GAD: Maike Blackman
Account Director: Kate Gilmour
Senior Planner: David Mcindoe
Public Relations: Eleven
Production Company: Skull and Bones
Media Agency: Spark PHD