Cannes Contenders: Y&R NZ
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…
Y&R New Zealand, WETA Digital
Five New Zealanders are lost on NZ roads every week. Their families don’t just lose a loved one. They lose a future with them. Using forensic age progression Weta Digital created five portraits of road victims, as they would look today. The campaign required multiple channels working in unison, each element providing a unique element of the overall narrative. NZ’s highest rating current affairs show launched the campaign and gave an overview of the idea and its creation. Simple hard hitting outdoor shared the finished images. Print introduced individual victim’s stories. The website gave these stories more depth. Print PR media coverage told the families’ stories.
Y&R New Zealand
Due to stringent new emission regulations, the iconic Land Rover Defender will be discontinued in 2015. An innovative media tactic was required to help male consumers pay homage, so Land Rover turned a unique opportunity into an original, engaging mash-up of traditional and online media.