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Nov. 2, 2012, 4:44 p.m. by LBBOnline
New Zealand’s New Sealord Campaign
“We Live for the Sea” features 1100 Sealord workers
Sealord and New Zealand’s love and connection with the sea has been highlighted in a new Saatchi & Saatchi campaign for the number one seafood brand.
“We Live for the Sea” features some of the 1100 Sealord workers, the majority of whom are employed at the company’s Nelson headquarters, sharing Sealord’s rich history and its deep connections to the sea and the Nelson region.
Saatchi & Saatchi ECD, Antonio Navas, said that capturing the authentic voices of Sealord employees was vital to create a compelling and realistic narrative. The script was deliberately designed so workers could provide their own words and inject their own personalities: “They told their stories like professionals, even though they had never been in front of a camera before.”
Navas says he was struck by the strong symbiotic relationship between the people of Nelson and Sealord: “The sea means everything to the people of Nelson, and its many Sealord workers, it’s their passion and their livelihood.”
A 30-second brand ad and a 30-second product commercial followed the launch of the 60-second TVC. But the TVC is just the starting point for the story; more stories will be told about Sealord’s innovation, its ongoing sustainability programme and its engagement and support of New Zealand communities via print, online and social media.
CREDITS
Executive Creative Director: Antonio Navas
Creative Director: Slade Gill
Art Director: Cory Bellringer
Copywriter: Matt Sellars
Head of Art: Mike Davison
Designer: Ross Davis, Rob Flynn
Group Account Director: Shelley Winsor
Account Director: Brodie Reid
Account Executive: Kylie Marsh
Planners: Tamsin McDonnell, Sarah Hodgetts
TVP Producer: Anna Kennedy
Digital Executive Producer: Haydn Thomsen
Agency Producer: Nick Pengelly
Digital designer: Alex Waskiewicz
Director: Andy Morton
Production Company: 8Com
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