ANZ captures the pride of Auckland in latest ‘Auckland Forever’ campaign via TBWA NZ
ANZ Bank New Zealand has launched its latest campaign with TBWA\New Zealand, celebrating the diverse communities of Tāmaki Makaurau, as Auckland FC kicks off its second season in the A-League.
Marking ANZ’s move to Major Sponsor of the club – and its debut as front-of-shirt partner – Auckland Forever brings to life the energy, pride, and diversity of Aucklanders backing the city’s newest football team.
The campaign features 24 Aucklanders from 12 suburbs, all repping the new season’s Auckland FC jersey in places that hold personal and local significance. Each portrait is paired with the bold headline that celebrates suburbs around Auckland – from Grey Lynn to Manurewa.
TBWA collaborated with celebrated Aucklander photographer Tim D, whose work explores the evolving identity of Aotearoa’s people and places. His lens reveals the real faces and spirit of Tāmaki Makaurau.
Says Shane Bradnick, Chief Creative Officer, TBWA\New Zealand: “We wanted to create a campaign that captures what football, and Auckland, are all about: community, connection and pride. Working with Tim allowed us to see the city through a uniquely authentic lens. The result is a powerful, human portrait of the city we love, united behind its own team for the first time.”
Says Tim D: “It’s cool to shine a light on your city and some of the things that you love about it. To me, Auckland is beautiful, but it’s really the people who make it. We got to celebrate some of the people and places that make up Auckland — and that’s what makes this campaign so special to me.”
The work will appear across mass OOH placements throughout Auckland, reflecting the campaign’s ambition to take the club, and the pride of its fans, to every corner of the city.
Says Matt Pickering, GM of Marketing, ANZ: “Auckland FC has quickly become a powerful symbol for the city – something that transcends postcodes and backgrounds. We wanted to celebrate that connection. Auckland Forever is about more than football – it’s about giving Aucklanders a shared identity, a shared pride, and a sense of belonging.”
Auckland Forever is live across Auckland, with the full campaign running throughout the A-League season.
Client: ANZ Bank New Zealand
Agency: TBWA\New Zealand
Photographer: TimD
Producer: Sarah Jane Hough
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