For more than twenty years Instant Kiwi scratchie cards have been injecting a little bit of excitement into Kiwis’ lives. And the new ‘It pays to push your luck’ campaign, from DDB NZ, is no different.
Brought to life by a spontaneous and cheeky central character, we watch as he is unleashed on the unsuspecting public and proceeds to push his luck in a number of audacious scenarios in the hope that it could all fall his way.
Starring stand-up comedian Jesse Griffin and directed by Summer Heights High and Angry Boys director, Stuart McDonald, the campaign is made up of 21 pieces of content that will be released online and broadcast on network television.
The first scenario entitled ‘Garage Sale,’ which goes to air on June 9th, sees Jesse trying to sell prepaid alibis, superhero undies, mismatched skates and air guitars to unsuspecting customers.
The following two scenarios see him auditioning performers for his eight-year old niece’s birthday party and pushing his luck in a department store.
Kirsty Phillips, Marketing Manager says the campaign was a brave step for a brand that in the past relied on traditional television commercials to promote the product.
“Humour can be a tricky one to crack, particularly in shorter executions but with this fresh approach and the comedy talent of Jessie Griffin on our side we are sure the odds are well and truly stacked in our favour!
“If the content appears ‘real’ and largely unscripted it is because it is - a process which proved to be both fascinating and terrifying at the same time and relied heavily on having fantastic talent, an amazing director and a huge amount of faith in our agency partners.”
DDB Group NZ Executive Creative Director Andy Fackrell says he’s confident the campaign will be a huge success and he’s extremely proud of the finished work.
“The campaign is fresh and brave and without equal in this market. It’s a great idea, beautifully executed and I have every faith it’s going to have great cut through with the target because it’s so damn funny.”
With Push Your Luck aiming to gain the attention of a new, infrequent Instant Kiwi player, Sparkphd & DDB instigated a significant shift from the brands traditional media approach to a content led strategy, requiring a flexible and dynamic campaign approach.
In a step-change from a traditional brand launch, Spark PHD and PHDIQ developed a digitally-led launch strategy that aimed to ignite conversation within our consumers’ social world. By tapping into their desire to be involved with the ‘next new thing’ Instant Kiwi had the opportunity centre the Push Your Luck content around existing moments of fun, play and anticipation. Cinema and TV amplification will follow to support campaign momentum.
TITLE: Push Your Luck
Agency: DDB Group New Zealand
Client: New Zealand Lotteries
Product: Instant Kiwi
Group Executive Creative Director: Andy Fackrell
Group Executive Creative Director: Toby Talbot
Creative Director: Steve Kane
Art Director/copywriter: Jonathan McMahon
Art Director/copywriter: Lisa Fedyszyn
Designer: Toby Morris
Executive Producer: Judy Thompson
Agency Producer: Jane Mill
Agency Producer: Rosie Grayson
Agency Producer: Tania Jeram
Production Company: The Sweet Shop
Director: Stuart McDonald
Producer: Ben Dailey
Executive Producer: George MacKenzie
Executive Producer: Fiona King
DOP: Crighton Bone
Editor: Peter Sciberras @ the Butchery
Assistant Editor: Michael Lutman @ the Butchery
Visual Effects Artist: Eugene Richards@ The Refinery
Colourist: Vincent Taylor @ The Refinery
Sound Design: Jon Cooper @ The Coopers of Franklin Road,
Sound Design: Craig Conway @ Final Sound.
Animation: Tony Leslie @ Waxeye.
Animation: Paul Carter @ Waxeye.
Group Business Director: Angela Watson
Group Business Director: Aimee McCammon
Account Director: Jenny Travers
Account Manager: Peter Jiang
Planner: Thinza Mon
Chief Executive: Wayne Pickup
Chief Financial Officer: Warren Salisbury
Head of Marketing: Wendy Rayner
Marketing Manager: Kirsty Phillips
Brand Manager: John Alexander
Media Director: Nicky Greville
Media Manager: Abby Ireton
Digital Media Manager: Mike Harland
Digital Planner/Buyer: Brendan Hewitt
Campaign Manager: Gareth Treacher