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

 

Maritime: Navigation Safety Review Raises Big Issues For The Govt

Shipping Federation: "The reports makes it clear that the ratification of the Maritime Labour convention (MLC) is long overdue. Only when the MLC is ratified will Maritime NZ be able to inspect and enforce the labour conditions on international ships visiting our ports." More>>

ALSO:

100 Years After Einstein Prediction: Gravitational Waves Found

For the first time, scientists have observed ripples in the fabric of spacetime called gravitational waves, arriving at the earth from a cataclysmic event in the distant universe. This confirms a major prediction of Albert Einstein’s 1915 general theory of relativity and opens an unprecedented new window onto the cosmos. More>>

ALSO:

Farming: Alliance Plans To Start Docking Farmer Payments

Alliance Group, New Zealand's second-largest meat cooperative, plans to start withholding some stock payments to its farmers from next week to bolster its balance sheet and force suppliers to meet their share requirements. More>>

ALSO:

Gambling: SkyCity First Half Profit Rises 30%, Helped By High Rollers

SkyCity anticipates the Auckland business will benefit from government gaming concessions which were triggered on Nov. 11 in recognition of SkyCity’s $470 million Convention Centre development. Morrison said the concessions would allow the Auckland business to lift its activity during peak period, noting it had a record revenue week over the Christmas and New Year period. More>>

ALSO:

Money For Light: Kiwi Scientists Secure Preferential Access To Synchrotron

Science and Innovation Minister Steven Joyce today announced a three-year investment of $2.8 million in the Australian Synchrotron, the largest piece of scientific infrastructure in the Southern Hemisphere, to secure preferential access for Kiwi scientists. More>>

Telco Industry Report: Investment Hits $1.7 Bln A Year

Investment in the telecommunications sector is $1.7 billion a year, proportionately one of the highest levels in the OECD, according to a report released today on the status of the New Zealand sector. More>>

ALSO:

PGPs: New Programme Sets Sights On Strong Wool

A new collaboration between The New Zealand Merino Company (NZM) and the Ministry for Primary Industries (MPI), announced today, aims to deliver premiums for New Zealand's strong wool sector... More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news