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AUCKLAND, Today: Freemans Bay-based full-service agency Contagion has created a new campaign for NZ charity Spend My Super.

The campaign’s objective is to convince New Zealand superannuants to donate some or all of their pension money to children’s charities.

The 30-second tvc, which has been translated into Mandarin, Hindi and Maori, features rows of babies moving down a production line, with one in four being ‘rejected’ by a robot and shunted offscreen as if they are faulty products.

The campaign will appear on TV, digital, billboards, press, magazine and social media ads across the country.

Contagion CD Bridget Taylor said: “We tested their ads with hundreds of over-65s and discovered that the combination of the hard-hitting imagery with the idea that they could really help was compelling.

““Putting beautiful, innocent little babies onto a cold hard production line was a big creative risk.”

“Putting beautiful, innocent little babies onto a cold hard production line was a big creative risk, but in testing, people told us that if there was a point to that; to show them how they could help solve the problem we were highlighting, then it was acceptable.

“This sort of investment and production level is usually associated with big brand launches like cars and given we are only targeting New Zealanders who are over 65, that means we can get this message to most of them at least once and have a good chance of making a big difference to the underlying problem of childhood poverty.”

The charity was founded by self-proclaimed Boomer Liz Greive, who was compelled to start the organisation after receiving notice of her eligibility for her pension.

Spend my Super brought the campaign to life at Takutai Square in the Auckland CBD on Monday in a visually arresting PR stunt where 160 “babies” symbolic of the daily births in New Zealand, grabbed the attention of passersby, who stopped to read stark messages written on 40 of them – the latter representing the percentage of these children who will be born into poverty.

Spend my Super was founded by self-proclaimed Boomer Liz Greive in 2019.


Agency: Contagion
ECDs: Bridget Taylor & Todd McCracken
Art Director: Todd McCracken
Copywriters: Bridget Taylor & Matt Weavers
Creative Operations Director: Mike MacKinven
Designer: Tama Ratapu
Client Service: Carla Tamahori, Victoria ONeil
Photographer: Mike MacKinven
Production Company: Fish
Director: Gregor Nicholas
Producer: Penelope Sinclair
Sound: Liquid Studios
Activation Space: Britomart Group
Website: Translate Digital
Research: Stickybeak
PR/Communications/Activation: Moloney Moloney
Communications: Tomorrow Inc

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