ACC showcases power of active recovery in new campaign via VML NZ and Film Construction
ACC (Accident Compensation Corporation) has launched a new campaign created by VML New Zealand and produced by Film Construction.
Directed by Perry Bradley, the new spot takes viewers on an emotional journey, telling the story of a man’s recovery from an injured shoulder. Guided by his physiotherapist, he rehabilitates, demonstrating determination to overcome his setback and be ready for a significant life event.
Says Bradley: “This project was about capturing the quiet heroism of everyday New Zealanders. It’s an honest, warm story about personal determination and recovery. Ordinary people doing extraordinary things, quietly. That’s what I wanted this to feel like. And I think we got there.”
Bradley highlights the attention to detail that brought the narrative to life: “We found real emotion in the smallest gestures: a milk bottle repurposed as a rehab tool, the reassuring squeeze of a partner’s hand, and the quiet triumph of a man returning to work. The humour and humanity carried through just as I’d hoped, balanced by a finale that still gets me every time I watch it. Cam Ballantyne wrote an indie ballad that fitted the arc of our character’s journey, and I’m still humming the hook.”
Says Shaun Jones, Head of External Engagement at ACC: “This work marks an important step for ACC. Telling both an emotive and informative recovery story to demonstrate the power of an active recovery will help improve outcomes from sprains and strains for many New Zealanders.”
Says Kim Pick, Group Executive Creative Director at VML: “The campaign weaves in moments of levity, demonstrating that a recovery journey is a holistic process that includes gentle movement and staying connected with others. We wanted to show how an active recovery can help you get back to what matters, sooner.”
The campaign, supported by media agency, MBM, and research company, TRA, will roll out across digital platforms and social media channels nationwide.
ACC
Head of External Engagement: Shaun Jones
Manager Brand and Identity: Helena Cooney
Manager Customer Partnerships: Anna Santos
Strategic Advisor: Julie Connal
Senior Advisor, Brand & Identity: Sophie Erasmuson
Digital Marketing Manager: Pranav Singh
Production Company: Film Construction
Director: Perry Bradley
EP: Belinda Bradley
Producer: Andy Mauger
DOP: Marty Williams
Editor: Tim Mauger
Colour: Pete Ritchie
Online : Leoni Willis / Toybox
Composition: Cam Ballantyne / Beatworms
Photography: Steve Boniface / Loupe Agency
Agency: VML
Media: MBM
Research: TRA
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