Building on from Haier’s 2015 and 2016 partnership with The Block NZ, Haier’s PR agency were asked to come up with a new campaign concept to extend Haier’s partnership with The Block NZ off the screen and involve local communities.
The resulting concept was simple, take The Block NZ 2016 People’s Choice Award winners Dyls and Dylz on a road trip to provide “Haier Help” to Kiwis in need.
Using Dyls and Dylz’ renovation know-how, the Haier Help roadshow will provide practical, renovation and handyman assistance to help Kiwis get the job done.
Dyls and Dylz and the Haier Help trailer made its first stop in Edgecumbe, where the Rangitaiki River burst its bank on April 6 this year. Among the casualties were the playground and sandpit of Te Kohanga Reo o Patutaatahi, which was destroyed by the floods and resulting silt.
Over three days the Kohanga Reo’s playground was restored and upgraded by Dyls and Dylz, the Haier Help team, and a group of local volunteers.
Sherson Willis partner production company Useful Films were on-site to document the activity to produce a 30” brand TVC, 15” promotional TVC, and social videos to document the Haier Help campaign.
The TVC will run on MediaWorks platforms and the social content will run on Haier’s owned channels.
Dyls & Dylz took the Haier Help trailer on the road in July, stopping in Tauranga on the 24th, Hamilton on the 26th, and Auckland on the 28th.
Haier asked M+AD to thank on their behalf the other The Block NZ partners who helped make the campaign possible – Hirepool, Bosch, Pita Pit and Honda.
CREDITS
Client: Haier
Brand Manager: Delwyn Karanikolaou
Agency: Sherson Willis
Directors: Trish Sherson / Rewa Willis
Associate Director: Amy McKenzie
Production Associate: Lisa Webb
Associate: Thalia Stronge
Junior Associate: Issie Hallwright
Designer: Richard Munro
Production company: Useful Films
Director: James Barr
Producer: Carne Bidwill
DOP: Stephen Allanson
2nd Camera: Joe Rixon
Sound Recordist: Ben Vanderpoel
TVC Post production: Images & Sound
TVC Editor: Tam Hardley
Flame Artist: Brenton Cumberpatch
Colourist: Alana Cotton
Sound Design: Mark Vorstman
Post Producer: Samantha Jukes
Content Post Production: Useful Films
Content Editors: Leo Clark Ribeiro & James Barr
Content Sound Design: David Liversidge / Radiate Sound
Media agency: MBM
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