The Work 2023 Contenders: VMLY&R NZ
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
ACC: The Thinker
VMLY&R New Zealand
Every year, New Zealanders hit the slopes in record numbers…literally. Between 2016 and 2021, over 80,000 skiers and snowboarders injured themselves, costing the nation almost $32 million annually. To get snow sport enthusiasts to stop and recalculate the risks, our safety intervention didn’t involve traditional warning signs. Instead, exhibiting an unexpected life-size replica of Rodin’s The Thinker on the ski fields grabbed the attention of skiers and snowboarders and changed their attitude to risk, with 84% saying they have since taken an action to prevent getting hurt.
Stats NZ 2023 Census: Even Harry Styles
VMLY&R New Zealand
Young people don’t get excited about a government Census survey, but they do get excited about Harry Styles.
By noticing one of the world’s biggest influencers, Harry Styles, would be in New Zealand on Census Day and required to do the census too, we seized an opportunity and with a fun tweet by Stats NZ – set off a global social and news media storm.
Te Whatu Ora, Health New Zealand: Stick it to Hep C
VMLY&R New Zealand
Hundreds of New Zealanders each year were dying of Hepatitis C, and an estimated 50,000 people had the disease, undiagnosed and unaware. Even though there was a simple finger prick test and cure, people weren’t talking about it or getting tested. ‘Safe’ government messaging wasn’t cutting through. For the first time, this bold government campaign – developed with the Hep C community – broke the silence, and got at-risk people talking and tested.
Test rates leaped 150%, and positive tests soared 1000%, meaning people most at-risk were responding.
ACC: High-Action Hijack
VMLY&R New Zealand
When thrill-seeking sports lovers aren’t out there doing high-adrenaline, high-risk sport, they love watching it. So to reach them and deliver a timely injury-prevention message, we used AI object and activity detection to hijack searches of high-action videos, and serve up contextually relevant pre-rolls showing the boring aftermath of injury – no action at all, if you get hurt.
The deadline for Campaign Brief’s The Work 2023 has ended. If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.