Bank of New Zealand launched into a new market segment last month with Pig Tales, a wide ranging campaign featuring pink piggy banks. BNZ worked with Y&R New Zealand to create a campaign that would be engaging and entertaining while communicating that the bank could look after investments. Pig Tales began with a teaser campaign on TV, bus shelters and in newspapers, developing a scenario in which piggy banks have gone missing across the country. New Zealanders had to wait to find out what it was all about. ANZ promptly developed a guerrilla newspaper advertisement to cash in on the confusion.
Finally the news came out in a 90 second TV advertisement, broadcast on the main free-to-air channels of New Zealand. The spot begins with a piggy bank waiting for the lights to go off. It ducks out the window and slides down the drainpipe, joining hundreds of piggy banks running through the night. Piggy banks take lifts and buses, making their way to a moonlit lake. Money slots are taped up in preparation for the great swim. Finally, in the new dawn, the pigs make landfall and trot towards a resort somewhere near Queenstown. The lucky piggy banks are waited upon and massaged by BNZ staff. The pigs take Tai Chi classes, tennis coaching and do a bit of water skiing. In the evening they dine in front of the log fire in the resort lounge. One pig uses its mobile phone to send a photo of itself back to its owners who dining out back at home.
The voiceover: “At Bank of New Zealand, we’re taking banking to a whole new place. We’re treating your money like it’s never been treated before so you and your money will both be better off. Bank Smarter. Bank Bank of New Zealand.” Click on the image below to play the video in YouTube (HD)
The Pig Tales campaign was developed at Y&R Zealand, by creative director Jeneal Rohrback, creatives Vaughn Davis and Duncan Munro, with agency producer Zoe Yendell.
Post production was done at Animal Logic by VFX producer Nerissa Kavanagh, VFX shoot supervisor and 3D Lead Scott Hunter and lead compositor Leoni Willis.
Sound and music was designed and arranged by Liquid Studios. Music for BNZ Piggy Banks is a re-recording of Wilbert Harrison’s track “Let’s Stick Together”, popularised by Roxy Music.