AUCKLAND, Today: Aussie agency The Works – using dramatic footage shot by Two Bearded Men NZ – featured NZ’s Treble Cone ski resort as the backdrop for dog food brand Black Hawk’s latest campaign.
The ads highlight the lifesaving work carried out by Land Search & Rescue’s (LandSAR) specialist search and rescue dog teams.
LandSAR has over 80 members with nine operational avalanche dogs and 12 wilderness search dogs. Black Hawk has been donating its premium range of dog food to feed these four-legged heroes for a number of years, ensuring they are in peak physical health when called into action.
The commercial features LandSAR patroller Matt Gunn and his avalanche-trained dog Rocket on patrol at Treble Cone. One avalanche dog can search one hectare in approximately 30 minutes while it would take 20 foot searchers four hours to search the same area.
“Black Hawk is a proud supporter of LandSAR, including providing food for the search dogs.”
The Works produced a 30-second TV brand spot and a 15-second product spot, airing across free-to-air TV in New Zealand accompanied by digital, point of sale and social media content.
Masterpet NZ head of marketing Ruth Reid, who’s based in Auckland, said: “LandSAR carry out vitally important search and rescue missions, often in treacherous terrain. Ensuring the dogs are healthy and have access to great food is crucial for them to effectively do their work.
Black Hawk is a proud supporter of LandSAR, including providing food for the search dogs for several years. We’re delighted to celebrate these dogs and their handlers with this campaign.”
The Works creative partner Damian Pincus said: “The relationship between a LandSAR dog and handler is built on trust and care for each other.
“As a team they have to look after each other and we have captured this special relationship between Matt and Rocket using the dramatic and beautiful backdrop of Treble Cone.”
- View the 15sec product spot below
Agency: The Works Sydney
Production: Two Bearded Men NZ
Director: Tim Pierce NZ
Post-production: Daresay Sydney
About The Works
The Works is one of Australia’s leading advertising and customer experience agencies. With their unique strategic and creative approach, they make the journey between consumers and brands seamless and happier. The agency has been helping some of Australia’s favourite brands become bigger and better; including News Corp, Sydney Opera House, First State Super, Masterpet, VisitCanberra, Tetley and Brother.
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