Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Explosion of Creativity on Auckland Billboard

Explosion of Creativity on Auckland Billboard


Deadline Couriers
billboard explodes in Auckland’s CBD.
Click to enlarge

23 July 2007

Explosion of Creativity on Auckland Billboard

A Deadline Couriers billboard made New Zealand advertising history yesterday evening when it exploded in a 6-metre fireball in Auckland’s CBD.

Crowds gathered to watch the Nelson Street billboard’s digital clock countdown the last few seconds to 6pm – the deadline set for the billboard to self-destruct after it was erected last Monday.

Brent Smart, Managing Director of Colenso BBDO, the advertising agency behind the stunt, said the billboard explosion went exactly as planned and generated an unprecedented amount of interest throughout the week.

“It’s not about what brands say any more, it’s about what brands do. Creating actions for the brand that deliver an experience or content that engages people. In this case, instead of saying something on one billboard, we thought about how we could turn one billboard into a bigger story for the brand,” said Mr Smart.

A web cam on the www.self-destruct.co.nz website provided a live video feed of the billboard counting down and the subsequent explosion.

The exploding billboard was used to reinforce the brand promise of Deadline Couriers – when we give you a time we mean it.

Deadline Couriers Managing Director Ian Meek said he was blown away by the creativity Colenso demonstrated in devising the campaign.

“The exploding billboard was a very unexpected response to our initial brief. In the end, we just wanted to get lots of people talking about the Deadline brand, which is why we loved the idea from the outset,” said Mr Meek.

Leading New Zealand pyrotechnics company FilmFX & Rollercoaster Design, who worked on the feature film Nania, was used to create the explosion which occurred in a number of stages.

When the clock hit zero the billboard self-destructed in an explosion created by nitramine dry powder, strobe grenades and smoke bombs.

ENDS

Credits
Agency: ColensoBBDO
Creative Director: Richard Maddocks
Creative Team: Jamie Hitchcock and Josh Lancaster
Producer: Paul Courtney

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Crown Accounts: Government Ekes Out Six-Month Surplus Of $9M

The New Zealand government eked out a tiny surplus in the first six months of the fiscal year as growth in domestic consumption lifted the goods and services tax take, while uncertainties over the Kaikoura earthquake costs meant expenses were less than expected. More>>

ALSO:

Almost 400 Jobs: Shock At Cadbury's Dunedin Factory Closure

Workers at Cadbury in Dunedin are reeling after learning this morning that the iconic Cadbury factory is to close, with the loss of almost 400 jobs... “The company had reported it was doing well and this has come out of the blue,” says Chas. More>>

ALSO:

Transport: Boards Of Inquiry For Auckland Roading Projects

Boards of Inquiry have been appointed to decide on two significant Auckland roading projects in a move which will get a decision by the end of the year, Environment Minister Dr Nick Smith and Conservation Minister Maggie Barry announced today. More>>

ALSO:

Three Months On: Quake Reciovery In Kaikōura And Elsewhere

Three months after the magnitude 7.8 earthquake on 14 November, encouraging recovery progress is being made in affected communities. More>>

ALSO:

Jetstar, Qantas For Govt Transport: Government Still In Talks With Air NZ

The government is still negotiating with national carrier Air New Zealand in a cross-agency air travel contract that will add a number of new airlines to the list of approved flyers. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news