AUCKLAND, Today: Following the announcement earlier this year that DDB would be leading creative work across NZ Steel’s portfolio of brands, Colorsteel has this week launched new branding and a new brand campaign, led by a new tvc.
The film – shot by Goodoil’s Fiona McGee, and post-produced by Blockhead – is a love story about a boy, a girl … and her neighbour’s Colorsteel home!
NZ Steel head of marketing Sarah Pepworth said: “Based on the truism that everyone wants a home they can be proud of, but some homes are easier to be proud of than others, the spot positions Colorsteel roofs as the centrepiece of a beautiful home.
“Our team are incredibly excited to launch the new work and looking forward to talking to Kiwis in a new way.
“The campaign will roll out with 45” & 30” tvcs, and 60” & 45” cinema spots, print and digital.”
“A particular focus for us has been around creating deeper emotional connections with consumers – with this campaign we want to take them on a journey, and emphasise a how a roof can make the difference in a home to be proud of.
“This is a creatively fresh approach that reaffirms Colorsteel’s position as a category leader.”
DDB NZ lead business partner Kate Lines says it’s been an enjoyable journey bringing Colorsteel to a position that distinguishes the brand from competitors.
“Colorsteel wanted Kiwis to understand that they don’t just transform the way your home looks but also the way it feels and how you feel about it. We wanted to convey that when you use Colorsteel you’ll have the kind of home you and everyone else on your street would be proud to call your own.”
The campaign will roll out with 45” and 30” TVCs, 60” and 45” cinema spot, print and digital.
CREDITS
Client: NZ Steel
Head of Marketing: Sarah Pepworth
Marketing Manager: Natacha Clark
Brand Manager: Laura Clark
Agency: DDB
Executive Creative Director: Shane Bradnick
Creative Director: James Connor & Christie Cooper
Group Account Director: Kate Lines
Senior Account Manager: Rachel Parker
Planning Director: Rupert Price
Executive Producer: Judy Thompson
Agency Producer: Claire Colohan
Production Company: Goodoil
Business Director: George Mackenzie
Executive Producer: Mark Foster
Producer: Claire Richards
Director: Fiona McGee
DOP: Rob Marsh
Editor: Mark Burnett (c/- The Editors, Sydney)
Post Production Company: Blockhead
Post Production online: Blockhead
Composer: Peter van der Fluit, Liquid Studios
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