Downtown-based indie creative agency Federation has shot a new brand TVC for Fisher & Paykel Finance’s credit card, the Q Card.
Federation CD Matt Campbell says that with Q Card awareness and penetration growing, the brief was to an ad to tell the evolution of the Q Card story.
“Federation was determined to lead with emotive story-telling because Q Card is ‘for buying the things that matter’ and what matters is how people feel when they can get the things they really want or need now,” said Federation CD Matt Campbell.
“Looking at the category, and keeping Q Card’s smart, friendly and down-to-earth personality in mind, it was clear Federation needed to avoid lofty, patronising and earnest territories,” he said. “Federation also didn’t think it was appropriate to be overtly entertaining, silly or flippant and it didn’t want to lead from the negative.
“We resolved to be simple and positive.
“The next challenge was – what story to tell? There was no way to cover off all the ways one can use a Q Card to better your life in one 30-second ad without losing the engagement factor inherent in a singleminded story.
“We settled on Campervan Memories – seeing it as an embodiment of the precious life memories we all aspire to experience and then somehow hold on to.”
Impressed with the dramatic realism and down-to-earth feeling from Justin Harwood’s independent NZ web series High Road, the agency got him aboard as director.
“Through discussion with Justin, and knowing how hard it is to create an emotional feeling in 30 seconds, we knew we were looking for a great song. NZ songwriter Buzz Moller (Voom) immediately came to mind, and with powerful songs like Beautiful Day under his belt, we commissioned him to write and record the song.”
Q Card chief business development manager Stuart Cameron said: “We were really pleased with the creative – Federation engaged us in a collaborative process to explore several territories and concepts.
“We took two ideas to research, garnering some valuable customer insights that were folded into the script. We’re proud of the final product and believe it will continue to drive the growth that Q Card has seen over the last three years.”
CREDITS
Client: Fisher & Paykel Finance
Marketing Team: Rachelle Crowe, Hugh Robinson, Jasmine Millar
Account Team: Liz Adams
Strategy / Planning: Sharon Henderson, Emma Fern
Agency Producer: Leela Menon
Creative Director: Matt Campbell
Writers: Danny Brown, Matt Campbell
Art Director: Matt Campbell
Production Company: Tomorrowland
Director: Justin Harwood
Producer: Annabel Carr
Editor: Jeremy Masters
Music / Song: Buzz Moller
Mix & SFX: Glen Cleaver, Big Pop Studios
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