FCB New Zealand has created a twisted, surreal world named, the ‘Department of Lost Nights’ in a new campaign for the New Zealand Health Promotion Agency.
It plays on the insight that young people drink excessively because they think it leads to an epic night out. But, there’s a tipping point – a moment when ‘fun night out’ turns into ‘one too many’. What’s the point of an epic night out if you’re too drunk to remember it?
It’s in this moment that the ‘Department of Lost Nights’ step in. They’re glitchy, overall-clad removal men from another dimension who step into a young man’s head, work order in hand, to repossess his memories.
One by one, the best parts of his night are wheeled away on hand trolleys.
Tony Clewett, executive creative director at FCB New Zealand, said: “Our audience is a smart and savvy bunch. They see through marketing in a flash, so you can’t be dull or, even worse, finger-waggy.
“The upside of that challenge is that creativity really comes to the fore, hence the birth of this twisted, surreal, crazy, WTF world that is the ‘Department of Lost Nights’.”