Clemenger BBDO and Biosecurity 2025 have launched Ko Tātou This Is Us, the first nationwide campaign designed to help New Zealanders understand and care about biosecurity.
Ko Tātou This Is Us is an overarching brand and platform that will combine the efforts of government, community organisations and individuals across New Zealand as we face increasing pest and disease challenges to our biosecurity, exacerbated by increased international shipping, travel and a changing climate.
The brand takes guidance from the values of our tangata whenua, and their kaitiakitanga of our unique place.
Says Linda Major, of Clemenger BBDO: “So much of what we take for granted as New Zealanders depends entirely on biosecurity – from what we eat to the lifestyles we enjoy. These things make us ‘us’. We’re simply linking the two together for people, making something fairly intangible very personal, but also irreplaceable and finite.”
Ko Tātou This Is Us was launched with a brand film, created by Clemenger BBDO and directed by Finch’s Abigail Greenwood. The story is narrated by a kuia who, looking back on her life, understands the importance and fragility of the world she is passing on.
“When the elderly speak, we listen. With limited time left, they truly understand what’s important in the world they’re passing on.”
Clemenger BBDO ECD Brigid Alkema said: “When the elderly speak, we turn and listen. There’s a wisdom and a perspective we all wish we could have earlier. With limited time left, they truly understand what’s important in the world they’re passing on.
“To bring this perspective to what we have here in Aotearoa, we worked with a real woman to craft a retrospective love letter to New Zealand, a final word of advice we can all learn from.”
The leading lady cast in the brand film is a regular Kiwi rather than an actor, and real memories from her life are woven throughout the story.
The brand film will initially be accompanied by social and influencer activity, as well as traditional online, out of home, radio and print, and will continue to build over the next few years.
Tim Fraser, manager of planning and implementation, 4.7 Million Project, Biosecurity 2025, said: “With passion of the team at Clemenger BBDO, together we’ve been able to create a platform that we believe will make biosecurity something that every New Zealander can care about and relate to.
“We look forward to developing the next phases of the campaign over the coming months and years.”
Client: Biosecurity 2025
Agency: Clemenger BBDO Wellington
Production Company: Finch
Media Agency: OMD Wellington
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