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‘Cold climate deniers’ focus of latest ANZ and TBWA campaign

TBWA\ New Zealand

June 13, 2019

Singlets in winter and jandals in the rain. As much as we try to deny it, New Zealand gets cold and so do our homes.

Developed by TBWA Group NZ, ANZ New Zealand’s latest campaign recognises the importance of a warm and dry home to the health of Kiwis.

Launched as part of ANZ’s Healthy Homes initiative, the campaign plays on the unfounded beliefs that the earth is flat, dinosaurs never existed and New Zealand doesn’t get that cold.

But as winter sets in we’re reminded this is not the case, with 47% of Kiwi homes lacking adequate insulation*.

The relatable film shows children playing in a cold, damp home and talking through each unfounded belief. The piece ends with the children cheering as insulation arrives ready to be installed.

“We tend to laugh at those who believe in things that seem completely absurd, such as flat earthers or dinosaur deniers, yet in New Zealand we maintain this irrational belief that it doesn’t get that cold here,” says Shane Bradnick, TBWA Group NZ Chief Creative Officer.

“We wanted to expose that absurdity in a humorous way that also had a bit of feeling. The Kiwi mentality of toughing it out needs to change, this ‘cold climate denier’ insight provided the best way to try to do it.”

The campaign highlights how ANZ is helping Kiwis live in warm, dry homes. ANZ has pledged $100 million of interest-free lending to help insulate Kiwi homes via interest-free home loan top-ups of up to $5,000 to put towards insulation. Plus, to help make buying, building or renovating a home to 6 Homestar or higher a little more affordable, ANZ is offering special discounts on home loan interest rates.

Matthew Pickering, Head of Consumer Marketing comments, “As New Zealand’s largest home lender, ANZ recognises the role we play to help Kiwi homes be healthy places to live.

“Our Healthy Homes initiative offers a number of ways to help make your home drier, warmer, energy efficient and ultimately healthier. We want this latest campaign to inspire Kiwis to find out more.”

View the hero video here: https://vimeo.com/341718369/c799842770

The campaign will be supported by tailored executions in digital, social media, OOH and Adshels.