One NZ “Finding Jade”

First air date: 27 May 2024

Media; TV/Cinema/Digital/OOH

Background:

One NZ announced their rebrand from Vodafone to One NZ in late 2022 - moving from global to local to focus 100 percent on New Zealand, and since then had been laying the foundations to serve Aotearoa long into the future.

At the end of 2023 One NZ asked FCB to produce their new campaign to land their new positioning ‘Let’s Get Connected.’ One NZ believe that connection with each other is important. It’s at the heart of what they do. And it makes life better - no matter who or where you are in the world. One NZ want to inspire and help people and businesses to be better connected, whether that’s to their friends, whānau, or experiences that they want in their lives. 

FCB Media had worked with One NZ since 2022.

The campaign

FCB worked closely with One NZ and Strategist David Thomason to develop ‘Finding Jade’. This 90” launch TVC is the first part of a campaign that was built to last, capture Kiwi hearts and minds, and demonstrate the power of human connection.

In it, we follow a young gentleman named Jade, as he travels around New Zealand (and maybe further afield), to find out more about his who he is and how he’s connected to the world and those around him. During his journey he’ll connect with family, old and new, and meet new friends along the way.

Jade’s story is the backdrop to explore broader themes relating to connection, family and belonging and we wanted want to show how the magic of technology can be used to help us all connect to each other as well as navigate what life throws at us, whether that’s paying a bill or keeping in touch with our friends and family no matter where they are.  Portraying a universal theme, that would touch some more deeply, we wanted our story to be light-hearted for the most part and use humour (and heart) to break down barriers, defuse tensions, and connect with young and old.

FCB Creative Directors Alan Jones, Angelo An, and Hywel James: “The shared goal was to create something that wasn't just a good TV ad, but was actually just good TV. Full stop. We wanted to help tell a surprising, ambitious, and winding story of connection that would span years. So we thought of this launch TVC almost as more of a trailer. The approach seems to have worked as people are begging One NZ, not just for the next instalment, but to turn it into a film or series.”

Our campaign also had to reflect Aotearoa today -  celebrating our stories, people, and places we all recognise but don't often see portrayed in advertising. To do this we called in Steve Ayson – master director responsible for many Kiwi classics of the last 15 years including ‘Ghost Chips’ and ‘Toll Booth’ for NZTA, ‘The Dance’ for Speights and ‘Get A Perm’ for Instant Kiwi. He was instrumental in crafting this vision of ‘New New Zealand.’ Another reason the campaign struck a chord with the public and stands out from other advertising.

More to come.

Credits – see separate doc.