Health Promotion Agency puts twisted spin on alcohol moderation in latest campaign via FCB NZ

Lost Nights (1).jpgFCB New Zealand has launched a new integrated campaign for The New Zealand Health Promotion Agency (HPA), which plays on the insight that young people drink excessively because they think it leads to an epic night out. But, there's a tipping point - a moment when 'fun night out', turns into 'one too many'. What's the point of an epic night out, if you're too drunk to remember it?

It's in this moment that the 'Department of Lost Nights' step in. They're glitchy, overall-clad removal men from another dimension (resembling what can only be described as dated- accountancy-firm-chic, meets pink-hazy-brain-world), who step into your head, work order in hand, to repossess your memories. One by one, the best parts of your night are wheeled away on hand trolleys.

Since the target audience of 18-24-year-olds are more motivated by the fear of missing out on social experiences, than the benefits of sensible drinking1, there's a strong theme of "FOMO" throughout the film. Who is that goatman? And where did he come from?

Says Tony Clewett, executive creative director at FCB New Zealand: "Our audience is a smart and savvy bunch. They see through marketing in a flash, so you can't be dull or, even worse, finger-waggy. The upside of that challenge is that creativity really comes to the fore. Hence the birth of this twisted, surreal, crazy, WTF world, that is the Department of Lost Nights."

The hero content, produced with Scoundrel, is a two minute piece of film, which tells the story of Mark - a loveable, but misguided character, who has one too many. The Department of Lost Nights step into his head to set about their work, while Mark steps out. Hence the campaign line - "Stay in your head. Stay in the night."

This latest phase in the evidence-based Say Yeah, Nah alcohol moderation campaign will play on TV as well, but due to its young, hard-to-reach target demographic, there's a strong weighting on social media, including bespoke Facebook and Instagram pages, run by the Department of Lost Nights.

Client: New Zealand Health Promotion Agency (HPA)
Agency: FCB New Zealand
Production Company: Scoundrel
Director: Daniel Warwick
Photography: Garth Badger


Dale Cooper said:

Stealing from the genius David Lynch, badly, isn’t that creative.

@Dale Cooper said:

What, so David Lynch owns curtains? So no one can use curtains? Please explain yourself a bit more fully there Agent Cooper, you're drawing a very long bow here, and I'd like to hear your proper thoughts. Or is this all in your dream?

Dale Cooper said:

Hey @Dale Cooper, you’re a curtain. What are you on about?

Jealous said:

I am jealous of this ad. Clap clap.

Also Jealous said:

Yep. Agreed. Seriously good.

Yeah said:

Nice thought, good ad, well crafted, until all that good work was undone with that horrible end line.

Wow said:

This is immaculate. Well played.

Hmmmm said:

It looks good but then flatlines and fizzles. It’s just kinda pointless.
I’m not being mean or political or anything. Sadly it’s just a whole lot of art direction wrapped around an insight without an execution of merit. I’d rather just watch the no beersies spot again, at least it made me thirsty.

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