AUCKLAND, Today: This charming spot – produced inhouse by The Warehouse with Flying Fish and stills from Ross Brown – shares in the experiences that kids and their parents go through when the new school year arrives.
The Warehouse marketing GM Anna Lawrence says the campaign goes beyond the stationery list requirements to show what it means to families when a child heads back to school.
“On the first day of school a child becomes a whole new person. In every way a bigger kid than they were the year before. There’s excitement, emotion and a sense of growing up.
“There’s also something new, whether it’s a small uniform upgrade and a replenishment of the stationery, or a whole new school with everything required from A to Z.”
“These items can be a child’s pathway to becoming a bigger kid. And each of these products, with the excitement and possibilities that come with them, can be found at The Warehouse.”
The campaign was executed by The Warehouse Group’s in-house creative team, with the help of production company Flying Fish and Ross Brown Photography.
“The campaign includes OOH, digital, social and in- store activation.”
Warehouse Group ECD Andrew Stein says: “We wanted to take this opportunity to better reflect our customers, their children, and their communities – driven by insights and powered by emotion.”
“We’ve retained our ‘One Stop School Shop’ message from last year’s campaign, but our challenge was to find a way to connect our range, quality, value, and convenience to the emotions that come with the first day of school.”
“This creative tells the story of that excitement through a range of children’s ‘night before’ experiences.”
The tvc shares in the stories of five children and their families to show how they’re preparing for the big day. The story is narrated by William Davis and incorporates te reo Māori. The soundtrack is orchestral and cinematic, taking the viewer through each child’s world.
To continue the story, The Warehouse’s product-and-price 15” tvcs rejoin the children the next morning. The first day of school has arrived and they’re leaving their bedrooms with their backpacks filled and their excitement and nervousness at a peak.
The Warehouse will further bring the campaign to life through OOH, digital, social and in- store activation, calling on customers to be ready for day one at the ‘One Stop School Shop’.
Producer: The Warehouse Group
Chief Marketing Officer: Jonathan Waecker
Executive General Manager Creative Strategy: Andrew Stein
General Manager Marketing: Anna Lawrence
Head of Marketing Head to Toe: Diane Moore
GM Marketing Communications: Birgit Hoeglinger
Integrated Marketing Comms Manager: Will Harvey
Integrated Marketing Comms Specialist: Cayden Crombie
Creative Director: Diana Hornal
Creative: Jacqueline Comer
Head of Copy: Troy Rawhiti-Connell
Art Director: Catherine Jacka
Producer: Rob Linkhorn
Production Company: Flying Fish
Executive Producer: James Moore
Executive Producer: Samantha Attenborough
Director: Paolo Rotondo
Sound design: Liquid
Composer: Mike Newport
Post Production: Mandy VFX
Stills Producer: Briar Pacey
Stills Photographer: Ross Brown
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