Creative Director: Justine Black
Art Director: Fraser Tebutt
Copywriter: Graham Stride
Filming & Photography: Reload & Smoke
Newstalk ZB remains NZ’s most-listened-to station, however over the last ten years there had been a marked shift in the average age of its listenership.
The 2018 campaign strived to reflect that shift, showcase the on-air talent in a warmer way, while simutaneously remaining relevant and engaging to its core demo of 55+.
Never before had a talk back show made a TVC, with music, and no talking.
Photography and video treatments played a key part. With each new shoot the challenge was to tease out the spark in the talent’s character, focusing on one facet to make the personality more relatable, warm and progressive – but nevertheless retaining an air of intelligence and authenticity. To stress our talent-focus we shot each personality against a black background, thus simplifying the environment and highlighting the talent and matters of fact.
A bespoke music bed was composed during the concepting period thanks to Woodcut Music, so we knew exactly what we were cutting to.