Staff across various departments at SKYCITY became overnight television stars when the company launched a fresh new advertising campaign yesterday. The new campaign, It All Starts Here, created by Colenso BBDO and produced by Finch Auckland, spans television, radio, outdoor, print and digital, and allows SKYCITY staff to explain in their own words the company’s central role across the community; socially, economically and culturally.
SKYCITY Chief Executive Nigel Morrison says he is proud of the contribution SKYCITY makes to the community and especially proud of his staff, and the ads help provide a different and broader perspective for people who may not really know much about SKYCITY.
“When most people think of SKYCITY they often only think about a casino. This campaign allows us to inform people that we are much more than that – our reach is far and wide, including employing nearly 4000 staff across New Zealand, purchasing from local suppliers, supporting charities, sponsoring leading New Zealand sports teams, developing world-class restaurants, as well as being a fantastic place to go out at night,” he says.
Colenso BBDO general manager Scott Coldham said: “The opportunity to help educate and celebrate the varied facets that make SKYCITY such a positive contributor to New Zealand’s social, economic and cultural landscape was a rewarding creative and strategic challenge.”
Colenso creative chair Nick Worthingtonsaid: “It’s only when you spend time with the brand that you realise the breadth and depth of their footprint. It All Starts Here is something much bigger than a campaign line. It’s a lens through which SKYCITY can tell its stories, internally and externally for some time.”
Colenso deputy CD Mick Stalker says that having spent time casting and filming with SKYCITY’s staff it became very clear that they were proud of their roles within the company and of the work that SKYCITY does within their communities.
“Our job quickly became one of preserving their words rather than putting words in their mouths so we set about interviewing everyone we could. We spent days in the studio chatting to people from all over the business and the result was exactly what it needed to be. We presented the facts about SKYCITY from the words of those who know it best – the employees – in a genuine and authentic way.”
Agency: Colenso BBDO
GM: Scott Coldham
Head of Project Management: Jo Underdown
Creative Team: Jim Walsh, Mick Stalker
Head of Art: Mike Davison
CD: Andy Blood
Creative Chairman: Nick Worthington
Producer: Caroline Wells
Production Company: Finch (director Nic Findlayson, producer Jimena Murray).
Designer: Leah Shao
Photography: Kieran Scott, Shaun Jeffers and Alistair Guthrie.
Retouching: Lightfarm Studios.
Music/Sound: Franklin Road
Composer: Mahuia Bridgman-Cooper
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