NZI (New Zealand Insurance) promoted their insurance packages covering theft during the NZI Rugby Sevens held in Wellington in February 2009. The NZI tagline, “Everyone’s always stealing your stuff”, was brought to life using adshels featuring a pirate, a clown and a chicken, each in various stages of being undressed. Passersby were able to interact with the adshels by physically removing clothing. “Everyone’s Always Stealing Your Stuff. That’s why there’s NZI. Even at the Sevens”.
The special costumes fitted right in with the mood the NZI Sevens weekend, as people dressed up in fancy dress for a fashion show with a difference.
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The NZI costume campaign was developed at Colenso BBDO, Auckland, New Zealand, by executive creative director Nick Worthington, deputy creative director Karl Fleet, creatives Daniel Nelson, Alexander Bartleet, account director Gemma Findlay, account executive Stefanie Robertson, and producer Gabrielle Buckle.