ACC releases new campaign via Film Construction and VML

New Zealand production company Film Construction has collaborated with VML to launch the latest campaign for ACC (Accident Compensation Corporation).

Directed by Perry Bradley, the new spot takes viewers on an emotional journey, telling the story of a man’s recovery from an injured shoulder. Guided by his physiotherapist, he rehabilitates, demonstrating determination to overcome his setback and be ready for a significant life event.

Bradley says: “This project was about capturing the quiet heroism of everyday New Zealanders. It’s an honest, warm story about personal determination and recovery. Ordinary people doing extraordinary things, quietly. That’s what I wanted this to feel like. And I think we got there.”

Humour and humanity

Bradley highlights the attention to detail that brought the narrative to life.

“We found real emotion in the smallest gestures: a milk bottle repurposed as a rehab tool, the reassuring squeeze of a partner’s hand and the quiet triumph of a man returning to work.

“The humour and humanity carried through just as I’d hoped, balanced by a finale that still gets me every time I watch it. Cam Ballantyne wrote an indie ballad that fitted the arc of our character’s journey, and I’m still humming the hook.”

ACC head of external engagement Shaun Jones says: “This work marks an important step for ACC. Telling both an emotive and informative recovery story to demonstrate the power of an active recovery will help improve outcomes from sprains and strains for many New Zealanders.”

Kim Pick, group executive creative director at VML, says: “The campaign weaves in moments of levity, demonstrating that a recovery journey is a holistic process that includes gentle movement and staying connected with others.

“We wanted to show how an active recovery can help you get back to what matters, sooner.”

The campaign, supported by media agency MBM and research company TRA, will roll out across digital platforms and social media channels nationwide.

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