New Anchor campaign via Colenso BBDO celebrates two of NZ’s famous exports
Last weekend’s Bledisloe Cup test saw the launch of Anchor’s latest campaign via Colenso BBDO. It celebrates the huge contribution farming has made to building the nation, the dairy industry, and the national team: the All Blacks.
The Anchor All Blacks partnership was announced on July 31st. 80 years to the day since their 1935 overseas tour (as celebrated in Gilbert Meadows’ famous artwork of the time).
Anchor’s story is an allegory of the story of the nation. From it’s humble beginning on the Hauraki Plains to becoming a big part of our national identity, and a global success story.
New Zealand was built on the hard work and broad shoulders of its farmers.
And it’s those farmers who made this country. They tamed the land. And made it productive.
They started with nothing – perhaps even less than nothing – because they started with swampland, which they first had to drain. Then fence. Then supply with stock. There were no short cuts back then. Only long days, and hard yakka. But that was the making of our agriculture, our dairy industry, and our other world famous exports. Including the All Blacks.
Farming produced a legendary crop of players: George Nepia, Sid Going, the Clarke brothers and Colin ‘Pinetree’ Meads to name just a few. Farmers all.
Archive material featuring farming All Blacks is mixed with new footage to complete the story.
Andy Blood, the Creative Director at Colenso BBDO behind the campaign, explained why this is a story that deserves to be told.
Says Blood: “Having now been privileged to work on nine All Blacks campaigns since 1999, it was important to help find an All Blacks story less-told. And telling Anchor’s story, which is so deeply entwined with the team, allowed us to do just that – and at a time when farmers need all the acknowledgement and support for their hard work that they deserve.”
Says Anna Gestro, marketing manager (Anchor), Fonterra Brands NZ: “The ad shows how lots of long days and hard yakka were the making of our dairy industry, and our other world famous exports – rugby players.”
The campaign will be brought to life on TV, in online video, OOH, and across social media, with a very special launch on 7th September.
The campaign will also launch Anchor’s new position #gostrong which will live across all campaigns.
Agency: Colenso BBDO
Production company: Sigi
Producer/director/cinematographer: Sigi
Producer: Cam Spath
Researcher: Dustin Feneley
Art director: Chris Elliot
Liquids: Wayne T Smith
Editor: Philippe Lods
Grader: Pete Ritchie
Online: Lakshman from Creature
Sound: Franklin Road
4 Comments
Suddenly I fancy a pint of Guiness for some reason….
So Lion and DDB bring back the white can for Steinlager 4 years ago with great success, massacreing heineken and winning a Cannes Effectiveness Lion (no mean feat). Lion staff member (Speight’s brand manager who is privy to the Steinlager success story), moves to Fonterra, resurrects ABs sponsorship, talks about hard yakka and salt of the earth farmers, and decides to launch a limited edition black milk bottle for this RWC. I guess imitation is the sincerest form of flattery?
Said Lion client has only been there 6 months. AB sponsorship was signed up 12 months ago, along with the call to make the black bottles.
I think DDB are a little peeved that their 2015 campaign is so similar to the Anchor campaign and are trying to diminish it.
Other than the Air NZ campaign, it appears that the All Black RWC ads are really lame this time ’round.
Isn’t this just like the Lion ad? Dross and forgettable.