Steinlager and DDB NZ Launches Four Hour Campaign to Help Kiwis Commemorate This Anzac Day

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The digital wall of remembrance highlighting over 30,000 individual names were also broadcasted on YouTube pre-rolls and on Steinlager’s social platforms allowing access from home
Steinlager and DDB NZ Launches Four Hour Campaign to Help Kiwis Commemorate This Anzac DaySteinlager, with help from DDB New Zealand, has utilised all of its OOH media to commemorate fallen Kiwi and Australian soldiers this Anzac Day.

The usual congregation of people paying their dawn respects looked dramatically different this year as New Zealanders look for alternative ways of remembering the ultimate sacrifice made over 105 years ago.

From dawn on Saturday 25th April all 21 of Steinlager’s nationwide billboard sites were transformed into digital walls of remembrance. Scrolling through over 30,000 Kiwi veteran names each wall will act as an uninterrupted memorial, reminding us that wherever we are, we remember them.


Says Geoffrey Kidd, senior brand manager – Steinlager: “The last couple of months has tested us as a nation, but what is undeniably clear is the drive Kiwis have to remain unified. This Anzac Day, Steinlager wanted to help create a safe way for New Zealanders to remember the soldiers who stood united on behalf our country.”

Says Damon Stapleton, regional chief creative officer, DDB: “Anzac Day is a hugely important part of our culture. We recognised the disappointment felt by New Zealanders unable to congregate physically to pay their respects. With Steinlager, we created these digital walls of remembrance, a new way for our nation to pay tribute.”

The campaign will run from 25th – 27th April across 21 LUMO digital OOH media sites in Auckland, Hamilton, Tauranga, Wellington and Christchurch. It will also run on YouTube Pre-Rolls and Steinlager’s Facebook and Instagram platforms.
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National Marketing Director: Rachel Ellerm

Brand Director – Classics & Lagers of the World: Jeremy Meech

Senior Brand Manager – Steinlager: Geoffrey Kidd

Brand Manager – Steinlager: Kate Abercrombie

Agency: DDB New Zealand

Regional Chief Creative Officer, AU & NZ: Damon Stapleton

Executive Creative Director: Gary Steele

Creative Director: Rory McKechnie

Senior Art Director: Zac Lancaster

Business Partner: Jennifer Travers

Senior Business Manager: Michael Doolan

Managing Director – Production Services: Liz Knox

Head of Digital Delivery: Johannes Gertz

Head of Digital Design: Jason Vertongen

Head of Technology: Simon Betton

Lead Front End Developer: Danilo Castilho

Motion Design: James Li

Media Agency: MediaCom

Media Supplier Partner: LUMO Digital

Genres: Storytelling

Categories: Beers, Alcoholic Beverages

DDB New Zealand, 2 months ago