GOING WEST by Colenso BBDO Auckland for New Zealand Book Council

GOING WEST

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Industry Publishing, streaming & media, Business equipment & services, Corporate Image
Media Design & Branding
Market New Zealand
Agency Colenso BBDO Auckland
Director Line Produder
Editor Martin Andersen
Released November 2009

Credits & Description

Category: Typography
Advertiser: NEW ZEALAND BOOK COUNCIL
Product/Service: NEW ZEALAND BOOK COUNCIL
Agency: COLENSO BBDO
Date of First Appearance: Nov 18 2009 12:00AM
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND
Executive Creative Director, Art Director, Copywriter: Nick Worthington (Colenso BBDO)
Art Director, Copywriter: Len Cheeseman (Len Cheeseman Consultancy)
Art Director, Copywriter: Anne Boothroyd (Colenso BBDO)
Group Account Director: Michael Redwood (Colenso BBDO)
Group Account Director: Angela Watson (Colenso BBDO)
Agency Producer: Nigel Sutton (Colenso BBDO)
Production Company: (Andersen M Studio)
Director: Line and Martin Andersen, (Andersen M Studio)
Sound Design: Mikkel H. Eriksen (Instrument Studio, London)
Director of Photography: Martin Andersen (Andersen M Studio)
Animation: Line Andersen (Andersen M Studio)
Editor: Martin Andersen (Andersen M Studio)
Media placement: Cinema Ad - Cinema - 28 December 2009

Describe the challenges and key objectives
The key objective was to insire people with the power of the written word, the key challenge was to connect with as many people as possible with a limited media and production budget. With past experience we knew that if we could create something of sufficent quality local TV stations and cinemas would run the work as content and give the Book Council free airtime, and the online community would also pass it on if it was worth a second look. The real challenge was creating something people actually enjoyed watching so much they recommended it to friends and wanted in their cinemas.

Describe the brief from the client
The New Zealand Book Council spends it’s time promoting books for New Zealanders through its programme of events, signings, school programmes and readers and writers festivals. The brief was to inspire people with the power of the written word and create a piece of work which could be used to promote any New Zealand Book Council event.

Describe how you arrived at the final design
The thought of 'Bringing Books to Life' was instantly appealing, when we began matching simple paper stop frame animation with visceral readings ( the first one we tried was Johnny Depp reading an extract from Jack Kerouac on Kicks Joy Darkness) we new we were on to something.

Give some indication of how successful the outcome was in the market
Over half a million people had viewed the film within three weeks of it’s launch on YouTube and current views total 754,193. It has inspired more than 2,422 tweets on Twitter, 3,975 blog posts across the world, 11,731 Facebook shares and reached number 9 in the Viral Video Chart compiled by Unruly Media (http://vvc-origin.unrulymedia.com). Most recently it was entered in the Museum of Modern Art New York, Moving Paper festival where it won ‘Museums Choice’ Grand Prize. The New Zealand Book Council have been inundated with praise and media coverage from all around the world for the work they have done to inspire more New Zealanders to read through this campaign.