Cannes Lions

ROAD SAFETY

Y&R NZ, Auckland / BRAKE / 2015

Case Film
Case Film
Film

Overview

Entries

Credits

Overview

Description

There are two major free-to-air networks in New Zealand who produce the majority of branded content in this country. TVNZ is the largest, however being 100% Government owned, it is also the most conservative and challenging to work with. The network however immediately saw the power in our idea and what we were trying to do, identifying it as an important project for the country to help reduce our notorious road safety record. As a result they committed significant production and journalistic support to our project.

There were no relevant restrictions around branded content in New Zealand, other than the standards for what can be broadcast on air by a brand.

Execution

Beginning with a digital sketch from a forensic scientist, WETA applied the process they would use in developing a character, to creating a real person.

Along with photos of relatives, WETA used the sketch to begin the 3D modeling process in a programme called Maya.

Finer details were sculpted in a programme called Mudbox, before textures were applied to the 3D model in a custom built programme called Maury. Next was ‘displacement’ where in-credible details such as hair and skin pours were applied.

Images were then rendered, where the ‘subsurface’ was applied, giving a realistic translucent quality to the skin.

Outcome

With the campaign less than a week old, we can only report on the immediate conversation generated. But even then, the numbers are impressive.

Living Memories has been covered by New Zealand’s:

- most watched current affairs TV show

- highest rating breakfast TV show

- highest circulating newspaper

- largest online news portal

- most read women’s magazine

The result? In just 5 days, we reached every New Zealander 1.4 times. While the total estimated value of the campaign for our client, shows a return of 16:1.

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