TBWA/NZ and Long White have worked together to launch a new brand platform that asks the age old small talk question of ‘What do you do for a living?’
However, with younger audiences no longer defining themselves by how they earn cash, the answer is becoming a bit more complicated.
TBWA\NZ has used this insight to launch Long White’s new platform, ‘This Is Our Time’. Accompanying the platform is a new launch film that reframes this question by turning it into a celebration of a generation who know how to make the most of their time.
Shane Bradnick, CCO at TBWA\NZ says: “The world has tricked us into believing our routine is our life, and everything else is a bonus. This is Our Time celebrates the New Zealanders who claim their space, make their own rules, and who show all of us what living life on your own terms looks like.”
The launch film, shot by Michael Hili of Finch, introduces a young woman who attempts to answer this question honestly, demonstrating all the things that make up what she does for a living.
As well as online video, the campaign will also be on social feeds and billboards across the country, and will be built upon within the next couple of years.
Oliver Downs, General Manager of Marketing at Asahi NZ, says the new platform is about recognising that despite what other brands might project, there’s no one size fits all RTD drinker.
“We’re all more than our jobs, more than the labels applied to us, more than images, videos and opinions seen in the media. This is Our Time is about reclaiming who we are and celebrating all that makes us different. Long White wants to encourage Kiwi’s to spend time on enjoying time-out in the most inspiring and uplifting ways.”
Long White is the number one Light RTD brand in NZ and hopes to use this platform to make time-out a force for good with their audience.
The campaign is live across AV, OOH, social and digital.
CREDITS
Long White Brand Manager – John Henderson
Light RTD Marketing Manager – Andre Browne
Head of RTDs – Tamara Blomfield
GM Marketing – Oliver Downs
Creative agency – TBWA\NZ
Media agency – OMD
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