How does a bank inspire city-wide pride by sponsoring a team that’s never even played?
Oh uckland…
Sometimes it’s hard to be proud of a city where road cones sprout forth like pimples on an oily teenager. Other times, it’s hard to ignore all the JAFA comments you hear when you’ve left the big smoke. It’s no real surprise that we’re prone to saying we’re from ‘North’ or ‘South’ of Auckland before owning up to the truth.
So imagine: a brief where we have to get people feeling Auckland pride. No less for a team that barely exists.
Our way in was to turn this lack of history into a strength by creating the ultimate collectible for Auckland football fans: A special edition Day One jersey. Reserved for the most Aucklandiest of Aucklanders who could crack our codes delivered via a co-ordinated OOH and Social campaign, boosted by PR and influencers.
From photographing the jersey in-agency to seeing it on the streets, the Day One launch was a uniquely hectic experience.
Some of the craziness was captured below on one of our busiest drops. I went on a field trip to capture some content for social.
This was our clue that we posted on IG for our Khyber Pass Road. Quite easy to crack… for an Aucklander.
The traffic was slow at first, but things quickly snowballed.
People turned up on all modes of transport. Some even ran. Somebody told me it was their third time trying to score one. One guy told his boss he was going on smoko before gapping it. Legend.
I like to put my hand up to do things. Which is how I learned interviewing can be fun!
This guy is the aforementioned smoko guy.
Accordingly, I am in awe of his audacity.
NOTE:
Some questionable driving occurred.
0% condoned by us. 100% giddy AFC fans.
Credits
Client: ANZ Aotearoa
Creative Agency: TBWA\New Zealand
Creative Director: Ashwin Gopal
Creative Director: Gavin Siakimotu
Designer: Gabrielle Teasdell
Art Director: Michael Gillard-Allen
Copywriter: Crystal Hay
PR, Social & Influencer Support: Eleven
Production: AO Studios
Media Agency: PHD
Outdoor Advertising Partners: Phantom & Shout