Future tradies and The Hype Men launch music video for Got A Trade via Ogilvy, New Zealand

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plumbing edit (1).jpgGot A Trade! and Ogilvy NZ have created a new way for young people to find their careers – an interactive music video by New Zealand band The Hype Men starring Elroy Finn & Jimmy Metherell, featuring EJB. Elroy Finn is the son of Neil Finn, while EJB is the daughter of Jimmy Barnes.

The campaign, Find Your Fit, aims to attract more young New Zealanders into trades and services, albeit not through a traditional commercial, but a quirky career-advising music video. With only 4% of school leavers entering trade industry training, it’s indicative there’s a misconception that apprenticeships and traineeships are less prestigious or viable than university.

In an already crowded advertising landscape, GenZ are exposed to thousands of advertising messages every day and content representing a traditional commercial risks being met with glassy-eyed stares. To that end, Find Your Fit has been designed to challenge our perceptions of the trades and services in a fresh new way.

hairdressing edit (1).jpgDirected by Mardo El-Noor and designed by Sally Tran of Fish & Clips, it features the band performing their new single ‘If You Want Me’ while contorting themselves, à la human tetris, through uniquelyGAT press1.jpg shaped holes in fast approaching walls.

Built with the help of real apprentices and trainees, each of the nine walls represents a different trade or service, helping students find a career path that’s the right fit for them.

Launched on YouTube, Facebook, IGTV and Instagram Stories, the campaign also includes an interactive microsite where viewers canGAT press20.jpg learn more about the various trades and services. Every time a different wall approaches the band, a link pops up enabling viewers to click through and learn more about the career represented on screen.

Says Regan Grafton, chief creative officer at Ogilvy NZ: “Apprenticeships are a fantastic career choice, but our ad-savvy younger audienceGAT press3.jpg weren’t realising this. We decided to tackle this misconception by creating an online ad cleverly disguised as a music video.”

It was an exciting opportunity for Got A Trade! to join forces with Elroy and Jimmy, who are currently writing their debut album.

Says Donna Lewis, campaign manager, Got A Trade: “There are already 145,000 Kiwis in formal on-the-job training. And we need more. The problem is that only 4% of school leavers get involved in an on-the-job tertiary education when they leave school. We want to change this and we wanted a fresh, engaging approach.”

The campaign officially premiered at Parliament during the fourth annual Got A Trade! week and was well-received before a crowded house of lawmakers.

 Find Your Fit interactive microsite: https://www.gotatrade.co.nz/findyourfit.

Industry Training Federation

Communications & Campaigns Manager: Donna Lewis

Chief Executive: Josh Williams

Ogilvy NZ

Chief Creative Officer: Regan Grafton

Executive Creative Director: Lisa Fedyszyn

Executive Creative Director: Jonathan McMahon

Senior Art Director: Julie Spedding

Junior Copywriter: William Sidnam

Junior Art Director: Tim Thach

Agency Producer: Matt McPhail

Head of Post Production: Martin Spencer

Editor (VFX & Colourist): Ben Marshall

Audio Engineer: Keegan Meiring

Designer: James O’Connor

Designer: Jamie Wright

Digital Producer: Philippa McBeth

Web Developer: Jonathan Luis

Digital Designer: Tau Matenga

 Executive Director: Wendy Schrijvers

 Group Business Director: Michael Dorsey

 Fish&Clips

 Director: Mardo El-Noor

 Designer: Sally Tran

 Art Director: Tane Jarrett

 DOP: David Garbett

 Producer: Saffron Jackson

 Production Manager: Lisa Kissin