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FCB NZ Puts Surreal Spin on Binge Drinking

Campaign for the Health Promotion Agency cleverly uses FOMO to motivate young people to drink less on a night out

FCB NZ Puts Surreal Spin on Binge Drinking

FCB New Zealand’s new integrated campaign, for The New Zealand Health Promotion Agency (HPA), plays on the insight that young people drink excessively because they think it leads to an epic night out. But, there’s a tipping point – a moment when “fun night out” turns into “one too many.” What’s the point of an epic night out, if you’re too drunk to remember it?

It’s in this moment that the “Department of Lost Nights” step in. They’re glitchy, overall-clad removal men from another dimension (resembling what can only be described as dated-accountancy-firm-chic, meets pink-hazy-brain-world), who step into your head, work order in hand, to repossess your memories. One by one, the best parts of your night are wheeled away on hand trolleys.

Since the target audience of 18-24-year-olds are more motivated by the fear of missing out on social experiences than the benefits of sensible drinking, there’s a strong theme of “FOMO” throughout the film. Who is that goatman? And where did he come from?

Tony Clewett, FCB NZ Executive Creative Director said, “Our audience is a smart and savvy bunch. They see through marketing in a flash, so you can’t be dull or, even worse, finger-waggy. The upside of that challenge is that creativity really comes to the fore. Hence the birth of this twisted, surreal, crazy, WTF world, that is the Department of Lost Nights.” 
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Brand: Health Promotion Agency

CEO: Clive Nelson

Creative Agency

Creative Agency: FCB NZ

Copywriter: David Shirley

Art Director: Melina Fiolitakis

Executive Creative Director: Tony Clewett, James Mok (Regional)

Group Account Director: Sean Keaney

Creative Services Director: Jenni Doubleday

Senior Strategist: Carl Sarney

Head of Craft: Nick Smith

Designer: Josh O’Neill

Head of Content Production: Pip Mayne

Senior Account Director: Chanelle McDonald

Production Company

Production Company: Scoundrel

Executive Producer: Adrian Shapiro

Director: Daniel Warwick

DOP: Ginny Loane

Producer: Claire Kelly

Photographer : Garth Badger Paris Curno (Assistant)

Hair and Make Up: Megan Maxwell

Model Maker: John Oz

Photography: Thievery

Photographer: Garth Badger Paris Curno (Assistant)

Costume Designer: Bob Buck

Production Designer: Neville Stevenson


Edit Company: The Butchery

Editor: Tim Mauger

Post Production / VFX

Post Production Company: Blockhead

Colourist: James Bamford


Audio Post Production: Nylon Studios

Sound Design: Simon Lister

Digital Production Company

Account Manager: Jade Seaton