The armchair critic at the Olympics

AUCKLAND, Monday: Sky and DDB Aotearoa are encouraging Kiwis to celebrate their fondness for unsolicited sporting opinions and advice ahead of the Olympic Games Tokyo 2020.

They’re launched a new campaign called Be an Expert, making light of the wave of armchair experts that crop up in New Zealand during Olympic seasons.

Be an Expert c is brought to life by Good Oil via three 30” tvcs, OOH and digital, all set in everyday scenarios – workplaces, living rooms, and lunch breaks – as ordinary Kiwis give their two cents’ worth on highly technical, specialised sports.

“Ordinary Kiwis give their two cents’ worth on highly technical, specialised sports.”

DDB ECD Gary Steele said: The insight behind Be an Expert will ring true with Kiwis from all backgrounds as we all embrace our inner sports pundit over the next few months.

Sky head of brand & sport marketing Helen Fitzsimons said: “Be an Expert playfully captures Kiwis’ passion for sport, and is a reminder of the unifying nature of sporting events like the Olympic Games.

Sky’s Olympic Games Tokyo 2020 coverage will span 12 channels; we wanted the campaign to encourage everyday New Zealanders to do what they do best – get amongst the action, talk to their friends and family about it, and support our athletes throughout the duration of the event.”

The campaign will roll out via three 30” tvcs, OOH and digital.

• The lead video is Cycling. View the other two tvcs (Gymnastics and Rowing), below

CREDITS

Client: Sky
Head of Brand and Sport Marketing: Helen Fitzsimons
Sport Marketing Manager: Conor Beggs
Sponsorship Manager: Daylyn Concessio
Sport Marketing Executive: Micayla Cotter

Agency: DDB Aotearoa
Executive Creative Director: Gary Steele
Creative Directors: Christie Cooper and James Connor
Senior Art Director: Paul Kim
Senior Copywriter: Graeme Clarke
Senior Copywriter: Courtney Dow
Lead Business Partner: Karla Fisher
Senior Business Director: Aaron Hodgson
Chief Strategy Officer: Rupert Price
Executive Producer: Judy Thompson
Agency Producer: Tabitha Parke-Gailey

Production: Good Oil
Director: Michelle Savill
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Producer: Anna Stuart
DOP: Andrew Stroud
Offline Editor: Dan Kircher
Grade: Dave Gibson
Online Editor: Stuart Bedford

Audio: Liquid Studios
Sound designer: CraigMatuschka