TVNZ promoted the launch of “The Pacific”, a new ten-part television series focusing on World War II in the Pacific, using an aerial warfare reenactment, a wall of letters, direct marketing using re-created wartime letters, and a dedicated web site. A New Zealand Kittyhawk took on two Japanese fighter planes over Mission Bay, Auckland, in April 2010, supported by a barge of pyrotechnics, watched by thousands of people in the bay below. A local history club provided a display of war-relic jeeps and paraphernalia. At ground level in Symonds St, Auckland, a wall-length billboard was covered in letters written by World War II soldiers who had fought in the Pacific. Passersby were able to stop and read each letter, and even take one with them. Bus shelter adshels featured more of the letters. The campaign included direct mailing of reproduced war letters based on actual texts purchased through eBay. The Pacific Pacific website included an interactive element where people can post their family stories. “Millions of real stories. One epic storyteller”
Click on the image below to play the TVNZ video in YouTube (HD)
Click on the image below to play the TV One News video in YouTube (HD)
The Pacific promotional campaign was developed at Colenso BBDO, Auckland, by executive creative director Nick Worthington, copywriters and art directors Kimberley Ragan, Rebecca Johnson-Pond, planner James Hurman, account executives Hannah Watson, Sarah Devonport, group account director Lou Kuegler, account director Celeste Pulman, advertiser’s supervisors Tim Aitken, Charlotte Findlay, producer Gabrielle Buckle, art buyer for the plane banner Sam Champion, photographer Stephen Langdon, typographer/director of photography Rajiv Raj.
Planes were coordinated by Peter Houghton at The NZ Warbirds Association. Pyrotechnics were produced by Martin Van Tiel.
The web site was developed by AIM Proximity.
The Pacific series was produced by Tom Hanks, Steven Spielberg and Gary Goetzman, the production team behind the award-winning mini-series Band Of Brothers.
Letter courtesy of National Business Review
The Dog Fight part of the campaign won a Bronze Outdoor Lion at Cannes in June 2010, and the Grand Prix for Outdoor at the Spikes Asia Awards in September 2010.