ANZ, a New Zealand bank and one of the sponsors of the Rugby World Cup being held in New Zealand, has centred much of its advertising and public interaction around “Welcome to the World”, a creative and interactive campaign focused on welcoming visitors. Online at welcometheworld.co.nz, the campaign invited New Zealanders to submit their ideas for welcoming the world to the Rugby World Cup in September and October.
Click on the image below to play the Fish and Chips Invitation video in YouTube (HD)
Click on the image below to play the Welcome to The World Ambient video in YouTube (HD)
Five finalists were revealed on welcometheworld.co.nz and each launched their own social media campaign to build support from friends, family and fans, competing to have their idea brought to life during the Rugby World Cup 2011 in September. Over 22,000 Kiwis voted. Winner was Pulusea Seumanu, an early childhood teacher, who aimed to create the Human Animation, bringing together hundreds of volunteers to create a 30-second welcome message the length of a rugby field. See the Human Animation on Facebook.
Click on the image below to play Pulusea’s concept video in YouTube (HD)
Click on the image below to play Pulusea’s first webisode in YouTube (HD)
Click on the image below to play Pulusea’s second webisode in YouTube (HD)
The Human Animation, filmed at Mt Smart Stadium, involved 600 students from St Kentigern College and Onehunga High School in Auckland, along with a production team of 99 people, including crowd direction specialists, choreographers and designers. With the final result of months of preparation and hard work aired on national television last Friday night, Pulusea said things had gone better than even he had dared imagine.
Click on the image below to play the Human Animation video in YouTube (HD)
ANZ is running a range of television commercials during the Rugby World Cup, highlighting the connection between the game, New Zealand culture, and loyal banking.
Click on the image below to play the RWC Brand video in YouTube (HD)
The Welcome campaign was developed at DDB New Zealand, Auckland, by executive creative director Toby Talbot, creative director Steve Kane, creatives Steve Hansen and Paul Kim, head of art Dave Brady, executive agency producer Judy Thompson, agency producer Jane Mill, managing director Justin Mowday, senior planner David McIndoe, senior account director Teresa Davis (Rapp Tribal), account manager Victoria Meo, working with ANZ National Bank Limited head of marketing Mike Cunningham and head of sponsorship Sue McGregor, marketing communications manager, brand and marketing Erin Dudding.
Filming was shot by director Damon Duncan via Assembly, with Thick as Thieves producer Nik Beachman, VFX supervisor Rhys Dippie, 3D artist Craig Speakman (Fish and Chips), Nigel Mortimer at Blockhead, colorist Pete Ritchie, and production designer Robert Key.
Sound was produced at Liquid Studios, Auckland.