KiwiPlates launches new ‘Everyone has a Story’ film, via Saatchi and Saatchi NZ
Kiwi Plates has released a new chapter in its ‘Everyone has a Story’ brand platform, developed with Saatchi and Saatchi NZ.
The announcement:
KiwiPlates has released a new and very unexpected story in the latest instalment of their ‘Everyone has a Story’ brand platform, created by Saatchi & Saatchi NZ. As New Zealand’s only personalised plate provider, KiwiPlates continues to inspire people with meaningful and memorable stories to get a customised plate. There is no doubt this new story is one of those.
The film follows a young couple as they leave home in the middle of the night to get to the hospital urgently as the woman is going into labour. However, things don’t go quite as planned, and events play out in a deserted carpark of a mall instead. The film ends by suggesting a personalised plate the couple will one day get to immortalise this unusual evening.
Says Steve Cochran, CCO at Saatchi & Saatchi NZ, “When we struck upon this idea, it was amazing how many people knew someone who has had this kind of experience. I know of two such couples. But despite it being such a familiar story, as far as we could find, it’s never been utilised in advertising. It seemed a great opportunity to do so for KiwiPlates, especially given the natural role a car plays within it.”
Directed by Jane Shearer at 3&7, the result is a beautifully balanced story told with both humour and intensity, as the protagonists deal with their predicament.
Cochran says, “While the script required a lot of screaming and terse yelling in order to be authentic, we also needed a good number of lighter moments to defuse the intensity and keep it entertaining. Jane and her editor, Courtney, nailed it.”
Mark Wilson, CEO of KiwiPlates says, “This new commercial serves two major purposes for us. Firstly, it builds on the platform we’ve been running for the last four years with perhaps my favourite story yet. But it also introduces our refreshed branding with a new logo and design, marking the start of some exciting new stuff ahead.”
The campaign launched May 18, consisting of various versions of the film across channels and complementary OOH.
Credits
Production Partner – 3&7
Director: Jane Shearer
Producer: Larisa Tiffin
DOP: Marty Williams
Production Designer: Guy Treadgold
Casting Agent: Adrian Dentice
Post House: Offline – ARC, Grade/Online Blockhead
Post Producer: Meg Strange Blockhead
Editor: Phoebe Taylor ARC
Colourist: Matic Prusnik N/A
Lead VFX artist: Richard Betts Blockhead
Audio Engineer: Cam Ballentyne
Agency Credits – Saatchi & Saatchi
CHIEF EXECUTIVE OFFICER: Mark Cochrane
CHIEF CREATIVE OFFICER: Steve Cochran
EXEC CREATIVE DIRECTOR: Lee Sunter
SENIOR ART DIRECTOR: Tim Yates
SENIOR COPYWRITER: Josh Stuart
EXECUTIVE PRODUCER: Jane Mill
SENIOR PRODUCER: Jess Drysdale
GROUP BUSINESS DIRECTOR: Aaron Hodgeson
SENIOR BUSINESS MANAGER: Arnav Giri
Client Credits – KiwiPlates
MANAGING DIRECTOR: Mark Willson
MARKETING MANAGER: Josh Brundell
Source: Herd MSL
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.
