New Zealand was was heading into summer completely free of Covid-19.
The last thing we needed needed was our fun interrupted by a boring government announcement.
So in order to keep NZ’s festivals safe and Covid-free over summer, we chose a different approach.
We created an unconventional Covid-19 Public Service Announcement.
We called it the Public Service Banger.
Harnessing the nation’s love of Dr Ashley Bloomfield, we collaborated with DJ Mascen to produce a dubstep PSA track & music video that played at New Zealand’s biggest festivals.
See the full track below.
The track delivered a serious message in a culturally relevant way – finding a place in the heart of New Zealand’s festival culture.
The Public Service Banger was viewed over 1.2 million times, and had an organic reach of over 42.6 million people, worldwide.
Most importantly, 105,800 Kiwis danced to an ad.
CANNES Lions:
Bronze – Health Awareness & Advocacy: Brand led education & awareness – PR.
NZ AXIS Awards:
Grand Prix – Brand Experience & Activation.
Gold – Brand Experience & Activation.
Gold – Creative Use of Media.
Silver – Large Scale Content.
Silver – Music Content.
Silver – Public Relations.
NZ Best Design Awards:
Gold – Moving image. Long form.
Bronze – Spatial design. Exhibition & Temporary structures.
WARC Global Effectiveness Awards:
Bronze – Collaboration & Culture
CAPLES Awards:
Silver – Response to COVID
Silver – Not For Profit
Silver– Public Relations
Shortlist – OOH/Ambient
The WEBBY Awards:
Nominee – Public Service & Activism, Advertising, media and PR.