Dentsu Creative and TVNZ warn of the perils of endless free streaming with the launch of TVNZ+

AUCKLAND, Today: In a recently launched campaign, Dentsu Creative, and Sweetshop’s Damien Shatford have delivered an entertaining look at new streaming brand, TVNZ+. 

TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.

Dentsu Creative strategy executive director Stevie Weber said: “The work was built off a strategic proposition that encouraged Kiwis to get their fix of quality content on TVNZ+.

“We wanted to capitalise on the idea that bingeing fresh content puts you in good social standing and gives you something to talk about while also triggering this little dopamine hit, making us generally pretty happy.

“Our research also showed that the breadth and depth of the content meant that ‘hunting out what you’ll watch next’ was an equally exciting activity. So it was a no-brainer that we should celebrate Kiwis getting their binge on.”

TVNZ marketing director Jonathan Symons said: “We’re really thrilled to see this campaign roll out this week.

“It was a no-brainer that we should celebrate Kiwis getting their binge on.”

“Our research was often telling us that TVNZ OnDemand delivered much more than many people expected both content and experience-wise, so with a new TVNZ+ name and brand, it was definitely time to deliver something different on the campaign front.

“And I think these ads deliver, with a fantastic mix of humour and unique Kiwi-ness.

“Central to the campaign idea is the fact that the streaming experience on TVNZ+ is not only free, it’s so good it will engross you to the point of distraction, with unsuspecting TVNZ+ viewers’ unwittingly ending up in situations they weren’t expecting – all cemented in the campaign line, It’s Free. But it Could Cost You.

Dentsu Creative ECD Anne Boothroyd said: “This was a brilliant opportunity to delve into the world of content that the TVNZ+ platform delivers.

“Damien has conjured up a mix of action, drama and romance that will have people reaching for their devices to experience it for themselves.”

The new campaign is featured across TV, Online, OOH, radio and social channels from this week.

CREDITS

TVNZ Marketing Director: Jonathan Symons
GM Marketing & Communications: Sally Falconer
Senior Marketing Manager: Rebecca Brown

TVNZ Media & Blacksand Creative Studio Media Planning Manager: Nicole Hughes
Senior Campaign Manager: Varsha Singh
Lead Designer: Mark Fleming
Lead Digital and Print Designer: Christopher Hill
Senior Creative Director: Greg Hughes

Agency: Dentsu Creative Aotearoa)
NZ Executive Creative Director: Anne Boothroyd
Group Creative Director: Jack Delmonte
Creative Director: Andrea Sarcullo
Senior Copywriter: Matt Woods
Senior Art Director: Chelsea Sietses
Executive Creative Director (Australia + NZ): Marcus Tesoriero
Executive Creative Director: Hadleigh Sinclair
Executive Director, Strategy: Stevie Weber
Chief Commercial Officer: Rachel Anderson-Cormack
Group Account Director: Evaan Miocevich
Account Director: Amanda Tonkin
Agency Producer: Nigel Sutton

Dentsu Media Agency Director: Courtney Wide
Strategy Director: Amy Greene
Group Business Director: Sarah Wilson
Business Manager: Lucy Burbidge
Senior Business Executive: Nicholas Young

Film co: Sweetshop
Director: Damien Shatford
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
Producer: Larisa Tiffin
Director of Photography: Nigel Bluck
Production Designer: Bruce Everard
Editor: Lucas Baynes
Colourist: Matic Prusnik
Online: Leoni Willis – Toybox
Music and Sound: Liquid Studios
Producer: Tam O’Neill
Music Arrangement and Composition: Peter Van der Fluit
Sound Design: Craig Matuschka