DDB New Zealand
Sun, 04 Mar 2018 23:06:42 GMT
Steinlager Pure has today launched a new TVC under the successful Keep it Pure campaign platform via DDB NZ.
The inspiration for this latest Keep it Pure instalment was drawn from New Zealand's strong legacy of pioneership and the idea that pioneers don't compromise.
The spot follows pioneering Kiwi, Zane Lowe, whose father Derek Lowe, along with three other New Zealand men sparked a revolution within the NZ music industry, lauching the legendary pirate radio station, Radio Hauraki, and displaying the true essence of pioneership.
Picking up the baton from his father, Zane Lowe holds an international profile as a respected Radio DJ, Live DJ, record producer and television presenter, a career he believes would not have been possible without the inspiration gifted to him through the commendable acts of his dad and his mates.
DDB ECD Shane Bradnick says the new film raises a glass to pioneers who Keep it Pure, making it possible for future pioneers to make a difference.
Says Bradnick: "We really wanted to convey an exciting true story of classic Kiwi pioneership, something inspiring and relatable to all New Zealanders. The DNA connection between Zane and Derek highlights the idea of Keeping it Pure paving the way for future generations."
The film follows four self-proclaimed crazy bastards, so dedicated to Rock 'n' Roll that they took to the seas, hazarding a shipwreck for the right to broadcast in 1960's New Zealand, a time in which the Government dictated what could be played on air.
Michael Taylor, marketing manager at Lion says the spot is an exciting evolution of the Keep it Pure platform, and he's thrilled to celebrate a group of Kiwis who refused to compromise.
Says Taylor: "When Steinlager Pure launched it was a pioneering new beer underlined by a simple promise: four ingredients, no compromise. We're proud to celebrate Kiwis who epitomise that ideal."
The new campaign will roll out with 6", 15", 30" and 60" versions on film, digital and OOH
Composer: Cam Ballantyne
Song: "Let It Happen" (Parker)
Artist: Tame Impala
Sound Mix: Craig Matuschka - Liquid Studios
Editor: Adam Wills
Post Production Company: Blockhead
Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Director: Tom Noakes
DOP: Ginny Loane
Producer: Claire Kelly
Production Designer: Neville Stevenson
Advertiser: Steinlager Pure
Brand Manager: Kate Abercrombie
Marketing Manager: Michael Taylor
Marketing Director: Craig Baldie
Creative Agency: DDB NZ
Art Director: Zac Lancaster, Nicole Sykes
Executive Creative Director: Shane Bradnick
Chief Creative Officer: Damon Stapleton
Executive Producer: Judy Thompson
Senior Account Manager: Jennifer Travers
Account Managers: Michael Doolan
Senior Producer: Samantha Royal
Planning Director: Rupert Price