Despite his name sitting on shelves in supermarkets nationwide, and plastered over the front of over 40 cafes, Kiwis know very little about Robert Harris. Some people weren’t aware he was a real man, let alone an important figure in NZ’s coffee history.
So, to reintroduce Bob to the nation, with the help of Thick as Thieves and Thunderlips, BC&F Dentsu have produced a 30” TVC that finally gives recognition to the man who woke us up from a tea-induced slumber.
But even though it’s a history lesson, the agency opted for a colourful, caffeine-fuelled approach to reflect Bob’s effect on the country, as well as his larger-than-life personality.
Managing director Dean Divehall said, “The ad is warm, pointed and will do a lot to restore Robert Harris to the hearts of New Zealand and we’re excited about reigniting an important part of New Zealand’s coffee culture.”
The campaign was supported by a complete overhaul of Robert Harris’ online presence by BC&F Dentsu’s digital team. The new mobile-first website is a fully responsive experience and is customised depending on the time of day. It also features a series of “How To” videos produced by Content Boutique that help Kiwis craft the perfect coffee.
“The ad is warm, pointed and will do a lot to restore Robert Harris to the hearts of New Zealand.”
The work coincides with Fuman Design’s new brand identity across packaging, as well as a redesign of interior fitouts across their cafes nationwide.
The 90-second TVC, called We Can Help With That, features a rhyming voiceover offering tips to help in any food situation—from getting kids to eat vegetables, to serving the in-laws a roast, and when you’ve blown your budget buying a spa pool instead of food.
Last year: Ogilvy partially out, in Y&R
In October last year, after 20 years with Ogilvy & Mather, Countdown appointed Y&R NZ as its lead brand agency and Wellcom Group as the partner responsible for day-to-day advertising production.
Countdown continues to work with Ogilvy on the media side of the business.
Jono Key, managing director at Y&R, says to be given the responsibility of refreshing one of New Zealand’s biggest brands was both daunting and exciting.
“I can honestly say this has been one of the most collaborative, thoughtful and fun campaigns the agency has ever been involved with,” he said. “We have a platform that is a great expression of Countdown’s culture and brand purpose.”
Client: Suntory Coffee New Zealand
Creative Agency: BC&F Dentsu
Account Director: Nicholas Gallagher
Production Company: Thick as Thieves
Post: Perceptual Engineering
Sound Design: Liquid Studios
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