Colenso BBDO NZ and Revolver, with co-production from Park Pictures US, have collaborated to create a clever campaign for the Bank of New Zealand.
The Glue Society’s Gary Freedman directed the films, which poses a puzzler of a question - is money good or bad? As a topic that impacts upon everyone, the campaign considers money and the way in which it is spent as a reflection of the very core of human nature.
The campaign was initially launched in New Zealand with the release of two unbranded films, one demonstrating the positive influences of money and the second highlighting the idea that money is a truly evil force. The actor delivers the same lines, in the same street, with the same cast in both films, however the visual ambience differs starkly between the two films. Viewers may be convinced by one teaser, only to see the other, leading them to question their previous conclusion. This absence of any branding has also encouraged inquisitiveness amongst the nationwide audience.
In the final 90-second film, the protagonist takes the same journey, down the same street, reciting the same lines. This time, the editing process comes to the fore as the film jumps between 'good' and 'bad'. The commercial finishes with the line “is money good or is money bad? It’s neither, it’s what you do with it”. Only then does BNZ branding appear, revealing that they have been custodians of the conversation all along.
Chief Marketing Officer: Craig Herbison
Agency: Colenso BBDO NZ
Creative Directors: Nick Worthington & Steve Cochran
Creative Team: Nick Worthington, Steve Cochran, James Conner, Christie Cooper
Producers: Jen Storey, Megan Robertson
Group Account Director: Paul Wilson
Senior Account Director: Jo Underdown
Senior Account Manager: Hannah Watson
Production Company: Revolver/Park Pictures
Director: The Glue Society (Gary Freedman)
Executive Producers: Michael Ritchie, Jackie Kelman Bisbee, Justin Pollock
Producer: Michael Ritchie
Line Producer, Park Pictures: Michelle Currinder
DOP: Toby Schleissler
Production Designer: Tom Foden
Editor: Bernard Garry, The Editors
Post Production: The Editors
Music: Elliott Wheeler, Turning Studios
Sound Design: Simon Kane, Song ZU