Fonterra has introduced a new global creative platform for its biggest brand, Anchor, created by a number of regional BBDO agencies led by Colenso BBDO.
“Our new global platform centres on the thought that Goodness Feeds Greatness,” says Colenso’s NZ-based international group business director Rachel Morgan. “But it also allows each country – including Sri Lanka, China, Australia, Chile and Malaysia – the flexibility to create their own interpretations and relevant articulations for their market.”
Colenso’s Go Strong campaign features real New Zealanders and their ‘go strong’ stories,” says Colenso ECD Steve Cochrane. “A powerful 60-second film shows glimpses of these stories in a way that feels almost like a movie trailer. Shorter length films then feature individuals using their physical and inner strength in taking on a diverse range of life challenges.
“Anchor product is cleverly interwoven as abstract macro shots that add to the adrenalin pumping nature of the stories. Each film invites consumers to find out more of the background behind the stories online.
“This campaign is designed to get people to not only think ‘Go Strong’ but to feel it. We found an amazing cast of New Zealanders willing to share their stories of strength. Not only has this enabled us to capture some uniquely honest and genuine stories, but also to show the diversity of what it is to be a New Zealander today.”
Fonterra Brands NZ marketing director Clare Morgan says that Anchor is all about giving people the confidence and nutritional building blocks to grow into strong, confident, healthy beings, able to do whatever they want and take on any challenge.
“In other words we want to show how Anchor is helping Kiwis believe in themselves and ‘Go Strong’. You could say this is part of our DNA as Anchor has been strengthening New Zealanders from the inside out since 1886,” she explained.
Some of the cast of real Kiwis includes an international stunt woman, a courageous refugee expressing his true self as a drag queen, a champion trampoline duo, an 80-year-old hip hop dancer, and a three-year-old attempting to master the monkey bars.
The hero film was voiced by Jack, a waka skipper and navigator, who you’ll see in the opening scene of the ad.
“The campaign deliberately walks a line to provoke conversation and maybe even controversy, something Anchor was famous for in the late eighties with their Anchor Family campaign that featured an unconventionally dysfunctional advertising family,” said Morgan.
Fonterra director global consumer brands Andy Dasgupta said: “The team at FBNZ have created a world class consumer engagement strategy – one that I am confident will not just step change Anchor in the minds of New Zealand consumers, but also make the global marketing world recognise Fonterra as a force to reckon with.”
Fonterra lead planner at Colenso BBDO Lisa Divett said: “Not since the Anchor family have Kiwis heard from the Anchor Masterbrand. It’s one of our country’s most iconic and important brands. And with a brave client willing to step out of the dairy category norms, we think this work will go a long way to reclaiming that status.”
Kiku Ohe of Exit Films directed the films with the sound and music created by Mahuia of Franklin Rd and The Coopers.
They debut online, on television and in cinemas nationwide.
- There are eight TVCs in the initial flight – you can see the other seven at https://goo.gl/zGrxtF
CREDITS
Client: Fonterra Brands New Zealand, Anchor
Director of Marketing: Clare Morgan
Group Marketing Manager – Anchor: Allison Yorston
Agency: Colenso BBDO
Media Agency: MediaCom
Production Company: EXIT
Producer: Vivenne Jaspers
Director: Kiku Ohe
DOP: Jeremy Rouse
Editor: Simon Price
Music: Mahuia Bridgeman Cooper
Sound Design: Jon Cooper
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