Brian Blessed Booms for ASB NZ

Saatchi & Saatchi New Zealand has just released a new campaign for ASB Bank.  It’s goal?  To encourage New Zealanders to acknowledge and celebrate their successes – because success breeds success.

 

The campaign territory was the result of research conducted by ASB highlighting that New Zealanders are painfully reluctant to celebrate.  They’re so humble that when asked how they celebrated getting a new job, 53% of people said they did nothing at all to acknowledge it.  And while being excited about the birth of a child, only 10% of New Zealanders did anything significant to celebrate it.

 

Saatchi & Saatchi enlisted one of the UK’s most beloved actors, Brian Blessed, star of a variety of stage and screen productions including Blackadder, Flash Gordon and Robin Hood, to help New Zealanders embrace the power of positivity and the benefit of focusing on the things that take you forward.

 

Slade Gill, Saatchi & Saatchi Creative Director said, “The first thing Brian Blessed said to me when he arrived in New Zealand was, "I believe in this message. I have lived my life by this message all the way to the top of Mount Everest, and therefore I have endeavoured to memorise every f$#@! line." The man knew the campaign was bigger than just serving up a wacky character, and that gave all of us immense confidence.”

 

Anna Curzon, ASB’s General Manager for Brand Experience says, “In a world of hard work and high expectations, it’s so easy to overlook the daily triumphs. We hope the campaign’s humorous approach will help encourage everyone to focus on celebrating the smaller successes in life because they really do matter. As the saying goes, it’s often about the journey not the destination.”

 

The full Re-branded ASB site / FNC/ FNB https://www.asb.co.nz/

 

Credits

Antonio Navas - Executive Creative Director

Slade Gill – Creative Director

Brad Collett – Creative Group Head – Art Director

Mike Davison - Head of Art

Nathan Cooper – Creative Director - Digital

Heath Davy - Director of Operations

Emma Taylor-Warne – Creative Services Manager

Jane Oak - Head of Content

Pip Mayne - Agency Producer

Traktor - Director

Richard Ulfvengren – Executive Producer / Traktor

Stu Giles – Producer

NZ Production Company - Curious Films

DOP – John Toon

Production Designer – Neville Stevenson

Tim Mauger – Editor

Music – Peter Van der Flut

Audio Post – Liquid Studios

Haydn Thomsen – Executive Digital Producer

Lorraine Guerin – Senior Digital Producer

Luke Pittar – Senior Digital Creative

Anna Rose Kerr – Digital Creative

Neill McAlpine – Digital Creative

David Hunter – Digital Creative

Matt Skinner – Lead Developer

Ralf Klis – Developer

Jonathan Bardsley – Digital Designer

Paul Gibson - Studio Manager

Jack Wadham – Designer

Murray Streets – Director Of Strategy

Peeyoosh Chandra - Digital Planning Director

Andrew Stephenson - Senior Brand Strategist

Philip O’Neill – Group Head ASB

Fee McLeod – Digital Director

Lynne Hunt – Digital Account Manager

John Maloyd – Digital Account Manager

Michael Wood – Account Director

Liz Jones – Account Manager