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

 

Media: Julian Wilcox Leaves Māori TV

Māori Television has confirmed the resignation of Head of News and Production Julian Wilcox. Mr Maxwell acknowledged Mr Wilcox’s significant contribution to Māori Television since joining the organisation in 2004. More>>

ALSO:

Genetics: New Heat Tolerant Cow Developed

Hamilton, New Zealand-based Dairy Solutionz Ltd has led an expert genetics team to develop a new dairy cow breed conditioned to thrive in lower elevation tropical climates and achieve high milk production under heat stress. More>>

Fractals: Thousands More Business Cards Needed To Build Giant Sponge

New Zealand is taking part in a global event this weekend to build a Menger Sponge using 15 million business cards but local organisers say they are thousands of business cards short. More>>

Scoop Business: NZ Net Migration Rises To Annual Record In September

New Zealand’s annual net migration rose to a record in September, beating government forecasts, as the inflow was spurred by student arrivals from India and Kiwis returning home from Australia. More>>

ALSO:

Scoop Business: Fletcher To Close Its Christchurch Insulation Plant, Cut 29 Jobs

Fletcher Building, New Zealand’s largest listed company, will close its Christchurch insulation factory, as it consolidates its Tasman Insulations operations in a “highly competitive market”. More>>

ALSO:

Scoop Business: Novartis Adds Nine New Treatments Under Pharmac Deal

Novartis New Zealand, the local unit of the global pharmaceuticals firm, has added nine new treatments in a far-ranging agreement with government drug buying agency, Pharmac. More>>

ALSO:

Crown Accounts: English Wary On Tax Take, Could Threaten Surplus

Finance Minister Bill English is warning the tax take may come in below forecast in the current financial year, as figures released today confirm it was short by nearly $1 billion in the year to June 30 and English warned of the potential impact of slumping receipts from agricultural exports. More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand

Mosh Social Media
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news