PHD Aotearoa and creative agency FCB Aotearoa have teamed up with PAK’nSAVE on a new campaign featuring the supermarket chain’s iconic Stickman: an ‘internship’ at TVNZ.
The agencies have brought to life Stickman’s dreams of appearing on-screen outside of the ad breaks, interning at TVNZ to answer the phone, deliver the Broadcasting Standards Authority message to viewers, co-host the weather on Breakfast and a once-in-a-lifetime opportunity to meet the cast of Seven Sharp. Of course, Stickman will also be doing his best to spread his cost-saving messages across the network in inventive ways.
PHD Account Director Jamie Bowman said, “Media magic is an integral part of what we do here at PHD and something that I’m incredibly passionate about. We’ve loved collaborating with TVNZ and FCB to build out Stickman’s résumé. The level of integration that we have achieved with this partnership is second to none and it has been rewarding to find a new and interesting way for Stickman to deliver his low-priced, save-y messages, especially at this time of year.”
Leisa Wall and Peter Vegas, co-chief creative officers at FCB said, “Stickman has always dreamed about doing more than just ads on TV. He campaigned hard for this role. We hope he doesn’t blow it”.
Interning as his alter-ego, Steve Ickman, Stickman will be the first brand mascot to take over internal and external communications at TVNZ with everything from pre-recorded phone messages at the TVNZ reception to curating his own TVNZ+ belt featuring low-price theme shows.
PAK’nSAVE Senior Marketing Manager – Brand and CX Lauren Ness said: “There is nothing Stickman loves more than saving Kiwis their hard-earned cash. So as the spendy season rolls around he has been out there looking for new ways to save money on advertising to provide more deals at PAK’nSAVE.
“We are incredibly proud of what we have achieved alongside PHD Aotearoa and FCB Aotearoa, this is a brilliant example of how brave creativity, collaboration and Stickman’s save-y ingenuity can create something exceptional that can cut-through and surprise audiences.”.
As a part of the campaign, PAK’nSAVE is giving back with its newly formed community-driven initiative PAK Gives Back. PAK Gives Back supports various community causes, including giving New Zealanders access to healthy and affordable food. To spread the Christmas cheer, PAK Gives Back will be calling out for Seven Sharp viewers to nominate deserving recipients to be gifted one of two $ 5,000 PAK’nSAVE Gift Cards that will be presented in the final episode of Breakfast for the year.
“Stickman’s summer internship reflects everything that’s magic about a brilliant partnership and a groundbreaking integration; a brave client, super smart thinking and creative use of platform have all come together to create something special that demonstrates the value partnerships can provide brands and viewers. Weaving PAK’nSAVE’s iconic Stickman across TVNZ’s programming, channels, and talent is a truly innovative example of storytelling” said Aaron Dawson, GM of Blacksand and Partnerships.
Stickman’s internship began December 7th with his induction day on Seven Sharp and cameos on Breakfast on the 12th and 15th of December, available both on TVNZ channel one and TVNZ+. Audiences will also see Stickman hijacking marketing assets across TVNZ such as menu boards, classification ratings, brand indents and next promo.
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