Dunedin indie hits hot spot

AUCKLAND, Today: Adpeople from all around NZ are singing the praises of Dunedin indie BrandAid and Auckland’s Eight Productions for their Whiteware Xmas work on the new Smiths City campaign.

The 90sec spot evolves with a slow-paced narrative deftly teased out by Eight director Jamie Lawrence.

Comments posted include: “Best Christmas ad so far”, “Loving It”, and “Awesome ad”.

“The tvc follows a rebrand, and the opening of a new store in Christchurch.”

Director Lawrence said: “I love that this is the opposite of a hyperactive Xmas campaign. I love how it subverts the narrative of buying the perfect Xmas gift. I love that we’re telling a patient, modern fairytale; a happy-ever-after with a twist.

“At its heart this is a cautionary tale – a funny take on the do’s and don’ts of buying versus gifting.”

The film follows a rebrand, and the opening of a new store in Christchurch.

Smiths City comms manager Scott Dawson said: “We couldn’t be more proud of this work and the heartwarming response it’s receiving.”

CREDITS

Client: Smiths City (Scott Dawson, Tony Allison, David Boyle)
Agency: BrandAid Dunedin
Creative Directors: Luke Johnston, Steve McCabe, Kim Fraser
Agency Producer: Jane Oak
Media Partner: Matt O’Sullivan (Open Auckland)
Production Company: Eight Auckland
Director: Jamie Lawrence
Producer: Claire Kelly
Executive Producer: Katie Millington
DOP: John Toon
Editor: Alex O’Shaughnessy
Post House: Toybox Auckland

• www.brandaid.co.nz
• www.eight.com.au