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

 

Interest Rates: Wheeler Hikes OCR To 3% On Inflationary Pressures, Eyes Kiwi

Reserve Bank governor Graeme Wheeler lifted the official cash rate for the second time in as many months, saying non-tradable inflationary pressures were "becoming apparent" in an economy that’s picking up pace and he's watching the impact of a strong kiwi dollar on import prices. More>>

ALSO:

Scoop Business: Equity Crowd Funding Carries Risks, High Failure Rate

Equity crowd funding, which became legal in New Zealand this month, comes with a high risk of failure based on figures showing existing forays into social capital have a success rate of less than 50 percent, one new entrant says. More>>

ALSO:

Scoop Business: NZ Migration Rises To 11-Year High In March

The country gained a seasonally adjusted 3,800 net new migrants in March, the most since February 2003, said Statistics New Zealand. A net 400 people left for Australia in March, down from 600 in February, according to seasonally adjusted figures. More>>

ALSO:

Hugh Pavletich: New Zealand’s Bubble Economy Is Vulnerable

The recent Forbes e-edition article by Jesse Colombo assesses the New Zealand economy “ 12 Reasons Why New Zealand's Economic Bubble Will End In Disaster ”, seems to have created quite a stir, creating extensive media coverage in New Zealand. More>>

ALSO:

Thursday Market Close: Genesis Debut Sparks Energy Rally

New Zealand stock rose after shares in the partially privatised Genesis Energy soared as much as 18 percent in its debut listing on the NZX, buoying other listed energy companies in the process. Meridian Energy, MightyRiverPower, Contact Energy and TrustPower paced gains. More>>

ALSO:

Power Outages, Roads Close: Easter Storm Moving Down Country

The NZ Transport Agency says storm conditions at the start of the Easter break are making driving hazardous in Auckland and Northland and it advises people extreme care is needed on the regions’ state highways and roads... More>>

ALSO:

Get More From Scoop

 
 
Computer Power Plus
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news