The World Vision 40HR has teamed up with Sugar&Partners Auckland to encourage continued support for the 40 hour famine, which is celebrating a mile-stone at 40 this year.
To launch the campaign, Sugar&Partners created a TV and Cinema commercial featuring iconic, revered New Zealand poet Sam Hunt to deliver a haunting and lyrical commentary for the emotive TVC.
“Sam Hunt as the voice was essential for us,” Damon O’Leary, one of two Sugar&Partner creative directors, said, “Like most New Zealanders, I’ve always loved his unique style – it can be quite haunting – but for me, in a strangely uplifting way. Hopefully those qualities shine through and make the spot more emotional and therefore effective.”
With many Kiwi’s first taking part in the 40 hour famine in their school days, the TVC plays on nostalgia.
“The campaign captures the essence of who we are as World Vision and what Kiwis have achieved through the Famine,” Helen Carter, GM, Supporter and International Engagement, said.
The campaign is bolstered by social, digital and direct elements that are in market now.
Thousands of New Zealanders will take part in the 40th 40HR Famine on the 23rd to the 25th of May 2014. Participants can either sign up as an individual or create a group on the Famine.org.nz website.
Client: World Vision
Helen Carter – GM, Supporter and International Engagement.
Vicki Webb – Supporter Acquisition Specialist
Creative Directors – Damon O’Leary & Dave Nash
Head of Planning – Tania Stevenson
GAD’s – Dennis Carroll & Jamie McLean
Producer – Wictoria Markula
Media Director: Deb Brown
Director: Brooke Benton
DOP: Crighton Bone
Producer: Jess Milne
PM: Leah Oram
PM is Sarah Spurway
Composer: Peter Van Der Fluit
Sound Engineer – Craig Matuschka
Producer: Tamara Oneill
Colourist: Pete Richie