AUCKLAND, Today: Got A Trade! and Ogilvy NZ have created a new way for young people to find their careers – an interactive music video by New Zealand band The Hype Men starring Elroy Finn & Jimmy Metherell, featuring EJB.
Elroy Finn is the son of Split Enz/Crowded House/Fleetwood Mac’s Neil Finn, while EJB is the daughter of Aussie rocker Jimmy Barnes.
The campaign, Find Your Fit, aims to attract more young New Zealanders into trades and services, albeit not through a traditional commercial, but a quirky career-advising music video. With only 4% of school leavers entering trade industry training, it’s indicative there’s a misconception that apprenticeships and traineeships are less prestigious or viable than university.
Got A Trade! campaign manager Donna Lewis said: “In an already crowded advertising landscape, GenZ are exposed to thousands of advertising messages every day and content representing a traditional commercial risks being met with glassy-eyed stares.
“To that end, Find Your Fit has been designed to challenge our perceptions of the trades and services in a fresh new way,” she said.
“There are already 145,000 Kiwis in formal on-the-job training. And we need more. The problem is that only 4% of school leavers get involved in an on-the-job tertiary education when they leave school. We want to change this and we wanted a fresh, engaging approach.
“There’s a misconception that apprenticeships and traineeships are less prestigious or viable than university.”
“Directed by Mardo El-Noor and designed by Sally Tran of Fish & Clips, The Hype Men video features the band performing their new single If You Want Me while contorting themselves, à la human tetris, through uniquely shaped holes in fast approaching walls.”
Built with the help of real apprentices and trainees, each of the nine walls represents a different trade or service, helping students find a career path that’s the right fit for them.
Launched on YouTube, Facebook, IGTV and Instagram Stories, the campaign also includes an interactive microsite where viewers can learn more about the various trades and services.
Every time a different wall approaches the band, a link pops up enabling viewers to click through and learn more about the career represented on screen.
Ogilvy CCO Regan Grafton said: “Apprenticeships are a fantastic career choice, but our ad-savvy younger audience weren’t realising this. We decided to tackle this misconception by creating an online ad cleverly disguised as a music video.
“It was an exciting opportunity for Got A Trade! to join forces with Elroy and Jimmy, who are currently writing their debut album.”
Lewis said the campaign officially premiered at Parliament during the fourth annual Got A Trade! weekand was well-received before “a crowded house of lawmakers”.
- Find Your Fit interactive microsite: www.gotatrade.co.nz/findyourfit
Client: Industry Training Federation
Communications & Campaigns Manager: Donna Lewis
Chief Executive: Josh Williams
Agency: Ogilvy NZ
Chief Creative Officer: Regan Grafton
Executive Creative Director: Lisa Fedyszyn
Executive Creative Director: Jonathan McMahon
Senior Art Director: Julie Spedding
Junior Copywriter: William Sidnam
Junior Art Director: Tim Thach
Agency Producer: Matt McPhail
Head of Post Production: Martin Spencer
Editor (VFX & Colourist): Ben Marshall
Audio Engineer: Keegan Meiring
Designer: James O’Connor
Designer: Jamie Wright
Digital Producer: Philippa McBeth
Web Developer: Jonathan Luis
Digital Designer: Tau Matenga
Executive Director: Wendy Schrijvers
Group Business Director: Michael Dorsey
Film Company: Fish&Clips
Director: Mardo El-Noor
Designer: Sally Tran
Art Director: Tane Jarrett
DOP: David Garbett
Producer: Saffron Jackson
Production Manager: Lisa Kissin
1st AD: Jimmy Scott
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