Arnott’s + Y&R enlist Steve Hansen + Zoë Bell to save the world – and the biscuits in new campaign

| | 3 Comments

ARN xxx Apocalypse_PR_HBRIDGE_LANDSCAPE_preview (1).jpgY&R NZ’s new campaign for Arnott’s sees an unlikely pairing of two renowned Kiwis – Zoë Bell and Steve Hansen – in an apocalypse themed, integrated campaign.

 

Y&R NZ, in partnership with Arnott’s, developed the idea from the insight, ‘Kiwis take biscuits for granted’.

 

Says Josh Moore, CEO and CCO, Y&R NZ: “The client came to us interested in seeing how we could leverage one of New Zealand’s most established sporting personalities. Instead of presenting something ‘black’, we decided to create something a little more unexpected and utilise a less predictable name. Because if there was an apocalypse caused by a lack of biscuits, wouldn’t it logically be Steve Hansen who saves the day?”

The campaign launched with two sixty-second trailers, produced by Curious Films, that offered two theories as to how the apocalypse may have started, with Steve Hansen cautioning New Zealanders to “never, ever lose their biscuit”. Turns out Arnott’s biscuits, including Tim Tam, Cruskits, Farmbake, and Shapes, are the one thing holding the fabric of society together. Who knew?

Says Nik Scotcher, marketing director for Arnott’s ANZ: “We had this thought that biscuits are a small but important part of our life in New Zealand, and that they might be more conspicuous by their absence than their presence. We wanted to do something uniquely Kiwi, something irreverent and fun. It was every bit of that.”

 

Following the trailers, everyday New Zealanders were invited to audition to star in the culmination of the campaign – a six-minute short film, ‘Apocalypse Steve Hansen – Don’t lose your biscuit’. After receiving hundreds of auditions, 9 lucky Kiwis were cast in various unorthodox roles. The short film, which premiers today, is Hansen’s acting debut, as well as Kiwi stuntwoman, actor and producer Zoë Bell’s first foray into directing. Hansen and Bell are helped along the way by Julian Savea, Ma’a Nonu, Victor Vito and Israel Dagg.

 

Bell returned to New Zealand from the US to shoot the film, where she has worked as a stuntwoman and actress in notable films such as Quentin Tarantino’s ‘Kill Bill’, ‘Death Proof’ and ‘The Hateful Eight’. For Bell, directing the head coach of our national rugby team was a challenging and exciting experience.

 

Says Bell: “Steve was fantastic to work with, and took direction like a pro. Working with someone who’s a professional coach was always going to be an interesting challenge, but Steve was keen to learn and make the most of the part. I think Kiwis will be blown away seeing him in this way.”

 

Apocalypse Steve Hansen – Don’t Lose Your Biscuit is obviously a departure from what Hansen is most renowned for, however he relished the challenge.

 

Says Hansen: “I thought it would be fun and totally different, outside my comfort zone. It was an opportunity to be coached by someone else and learn coaching techniques to take into my own arena.

 

“It was a total role reversal, I was being coached on how to speak, act, and play a role.  I found it invigorating and energising because it was a totally different environment.”

 

Client: Arnott’s ANZ

VP Marketing, Asia-Pacific – David McNeil

Marketing Director, ANZ – Treating: Nik Scotcher

Marketing Manager NZ – Vanessa Di Gianni

Global Communications Manager Brands – Nicky Thomson

Integrated Communications Manager – Linda Abbott

Agency: Y&R NZ

CCO/CEO – Josh Moore

ECD – Tom Paine

Art Director – Kate Lill

Copywriter – Zoe Edwards, Ellen Fromm

Managing Director – Jono Key

Client Services Director – James Johnston

Account Director – Rachael Williams

Account Manager – Amelia Daly

Head of Planning – Jono Key

Head of TVP – Sacha Moore, Anna Kennedy, Liz Rosby

Senior Producer – Marique Knight

Head of Motion Graphics – Amanda Sasano

Head of Design – James Wendelborn

Designer – Caroline Wilkie

Head of Studio/Print Production – Paul Gibson

Senior Mac Operator – Glenn Smyth

National GM Media – Nicky Greville

National Trading Director – Cath Hamilton

Group Business Director – Media – Dorota Girdlestone

Media Communications Strategist – Marie-Claire Mason

Media Planner / Buyer – Dylan Hardie

Implementation Manager – Stephanie Mannion

Performance Media Director – Emma Cockburn

National Trading Director – Cath Hamilton

Group Business Director – Media – Dorota Girdlestone

Media Communications Strategist – Marie-Claire Mason

Digital Planner – Media – Jillian Hor

Search Supervisor – Jonty Hodge

Social Media Manager – Genevieve Lyttle

Head of Digital – Greg Whitham

Executive Digital Producer – Petra Skoric

Senior UX/Digital Designer – Terry Yee

Digital Developer – Ash Crockett

PR Company – RAW, Katharine Broughton

Engagement Specialist – Jade Hurst

Production Company – Curious Film

Director – Zoë Bell

Executive Producer – Matt Noonan

Producer – Stu Giles

DOP – Dave Garbett

Production Designer – Neville Stevenson

Editor – Jonathan Venz

Post Production / Animation – Mesh VFX / Curious Online – Barnaby Bretton, Mesh VFX / Curious Grade – Pete Ritchie / Curious

Music Production – Liquid Studios

Producer – Tamara O’Neill

Music – Peter van der Fluit

Sound Design – Craig Matuschka