AUCKLAND, Today: New World has launched their Christmas campaign with the theme of Enjoy Christmas ’round at ours created by the Clemenger Group.
It’s a 45 second story featuring a happy-go-lucky dad, Jack, whose generosity and openness sees him off to New World to get what he needs to cater for all the people he’s invited ’round.
Individual moments from Jack’s Christmas story will be cut up and used to promote all of New World’s Christmas retail activities in the build-up to Christmas Day.
Colenso BBDO ECD Steve Cochran said: “Kiwis are known for opening up their homes for Christmas time get-togethers. And these gatherings often end up with a diverse bunch of people around a couple of tables pushed together, covered in an equally diverse range of dishes. It was fun bringing this familiar story to life in a light-hearted way.”
“Te Rama was a great find and perfect for the role. His previous experience was mainly as a model.”
The campaign is backed with the iconic Christmas tune of Winter Wonderland specially re-interpreted for the campaign by Anika Moa.
A full-length version of the track will play in New World stores on their Christmas playlists and also be made available for download for customers. Anika Moa herself will be seen fronting online videos covering various aspects of New World’s Christmas with all her lovable cheekiness.
The story was directed by Zoe McIntosh of Sweetshop and stills shot by Vicki Leopold. Jack is played by actor Te Rama Durie, with this being his first proper acting role.
Cochran said: “Te Rama was a great find and perfect for the role. His previous experience was mainly as a model, something that seems to be going a long way towards the positive reviews we’ve had from women who have seen the ad.”
The campaign features a 45 second TVC, with a 30 cutdown, many retail TV and radio spots, OOH, digital and social, and (of course) lots of themed decoration in New World stores.
CREDITS
Client: New World
Group General Manager Marketing & CX: Dominic Quin
Head of Marketing & CX: Pippa Prain
Marketing Manager: Jen Mariu
Agency: Clemenger Group New Zealand
Media Agency: FCB
Production Company: Sweetshop
Director: Zoe MacIntosh
Sound design & mix: Franklin Road
Online: Perceptual Engineering
Vocalist: Anika Moa
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