Beyond Pain

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AUCKLAND, Today: Ponsonby-based creative indie YoungShand has helped launch an app-led service for new online medical care company Tend NZ, founded by My Food Bag’s Cecilia & James Robinson.

“Cecilia and James had a clear vision from day one,” says YoungShand client services director Emma Dalton.

“They want to offer Kiwis a better solution to what can be a painful process, and one that is aligned to the pace and way we live today.

“Tend’s service, which is supported by their state-of-the-art clinic in Kingsland is designed to challenge the pain points that have become ‘normal’ for Kiwis needing to see their doctor, putting the control back in the people’s hands.

“YoungShand was brought into the project over a year ago to work alongside the team at Tend to help craft how to take the new service to market.

“We’re really thrilled with the creative that YoungShand have delivered.”

“The team had to navigate not one, but two lockdowns in between, with a lot of the work happening remotely as the exciting project took shape.

James Robinson said: “We’re really thrilled with the creative that YoungShand have delivered.”

YoungShand worked with several production partners in the creation of the campaign, including Perry Bradley from Film Construction, Liquid Studios and Joseph Carrington (illustrator) and Luke Toth (animator) to bring the animated internal monologues to life.

“The offbeat nature of the spots was a great match for brand ambassador Anika Moa’s unique style of humour,” said agency CD Scott Maddox.

“The result is a series of ads that draw you in and leave you questioning how exactly the current system became normal.”

The films are supported by a mix of outdoor and digital placements.


Agency: YoungShand
Creative Director: Anne Boothroyd
Creative Director: Scott Maddox
Creatives: Hannah Stokes, Ben Caroll, Andrea LoVetere, Kent Briggs, Tammy Keegan
Designers: Andrea LoVetere, Elliot Oxborough
Production Director: Nigel Sutton
Client Services Director: Emma Dalton
Senior Account Manager: Anna Christie
Client: Tend Health Limited
Co-CEO & Founder: Cecilia Robinson
Co-CEO & Founder: James Robinson
Marketing & Communications Manager: Matthew Paul
Design Agency: Culture and Theory
PR Agency: Pead PR
Production Company: Film Construction
Director: Perry Bradley
Executive Producer: Belinda Bradley
Producer: Ferris Bradley
DOP: Fergus Cahill
Art Director: Rod Haag
Editor: James Hutchinson
Illustrator: Joseph Carrington
Animator: Luke Toth
Sound Post: Liquid Studios
Music: Peter van de Fluit
Sound Design: Craig Matuschka
Audio Producer: Tam O’Neil

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