ANZ has moved away from The Mentalist’s Simon Baker in its new global brand campaign out of three Whybin/TBWA offices. The new ads showcase three remarkable New Zealanders doing extraordinary things on the world stage. Medical pioneer Sir Ray Avery, teen golfing sensation Lydia Ko, and sustainable designer David Trubridge feature in the new Your World, Your Way campaign, launched here this week.
The three Kiwis join seven other individuals from around the world in the campaign, including former tennis world No 1 Martina Navratilova, Mars One founder Bas Lansdorp, Chinese-born explorer Dr Rebecca Lee, Atari founder Nolan Bushnell, and young around-the-world sailor Jessica Watson.
“Our new campaign is about celebrating our incredible world of opportunity and New Zealand’s place in it,” said ANZ NZ head of marketing Astrud Burgess. “Our role is to support people to take advantage of these opportunities and achieve the life they want.
“We want to celebrate New Zealand’s contribution to the world stage and support our customers to achieve whatever it is they decide they want their world to be.”
The campaign – created by Whybin\TBWA Group Melbourne in collaboration with Whybin\TBWA in Auckland and Singapore – features a new brand positioning and refreshed design.
Whybin\TBWA NZ ceo Todd McLeay said that the latest campaign taps into the Kiwi drive for innovation, excellence and harnessing new opportunities.
“It’s part of our collective DNA to make the most of all opportunities and achieve amazing things,” he said. “Some of the world’s most creative, innovative, intelligent and expressive people call New Zealand home and this new campaign showcases that all Kiwis, no matter who they are or what their dreams are, can achieve big.
“As New Zealand’s largest bank, ANZ can certainly play an important role in helping Kiwis unleash that potential. With the right support it can happen.”
Content will roll out across social media, online, TV, cinema, OOH and in-branch in Australia, New Zealand and Asia Pacific and will be followed up by product and service communications.
Whybin\TBWA Group Melbourne worked in close collaboration with ANZ’s design partners, Dave Clarke Design Auckland, to develop and rollout the new brand identity.
The new tagline Your World, Your Way was created by Whybin\TBWA Group Melbourne, and the rollout of a refreshed visual identity for the brand.
Agency: Whybin\TBWA Melbourne, Auckland, Singapore
Creative Chairman: Scott Whybin
Executive Creative Director: Paul Reardon
Senior Writer: Andy Lish, Jim Taylor
Senior Art Director: Andy Lish, Pat Sofra, Peter Kirwan
Senior TV Producer: Janine Wertheim
Print Production Director: Tony Hall
Head of Digital Production: David Keating
Production Company: Buddy Films
Director: Harry Sanna
DOP: Geoffrey Simpson
Producer: Susie Douglas
Producer: Sue Walker
Photographer: Ian Butterworth
Retouching: Cream Studios
Editorial: The Editors
Editor: Bernard Garry ASE
Content Editor: Soumya Shah
Grade, Finishing & VFX: The Editors
Grade Artist: Christine Trodd
Online Artists: Viv Baker & Matthew Edwards
Additional VFX: White Chocolate
Account Service & Planning
Regional Group Head: Ricci Meldrum
Senior Account Director: Natalia Shore
Account Manager: Karolina Nanowski
Planning Director: Kees Kalk
Digital Planner: Paul Arena & Harry Steinhart
Regional Director: Jodi Willocks
Planning Director: David McIndoe
Group Account Director: Nick Bulmer
Account Manager: Nicola Stallard
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