LOWE + DRAFT NZ LAUNCH VODAFONE BROADBAND
Lowe + Draft NZ’s campaign to launch Vodafone’s Broadband offering and vodem device was revealed this week.
The campaign includes the 45″ ‘Liquid Freedom’ TVC, interactive campaigns to seed the offering among technology opinion leaders and the online public (www.vodem.co.nz & www.liquiding.co.nz), outdoor executions and a series of vodem skins in place of traditional magazine advertising.
The vodem is a small, stylishly designed mobile USB broadband modem that can be used on any computer, anywhere with 3G coverage.
Breaking with category conventions, the strategy to ‘market vodem like a modem’s never been marketed’ has resulted in a campaign which avoids the standard technological prattle and instead heads straight for the emotional jugular.
Lowe led the platform’s launch, creating the name ‘vodem’ which has been picked up internationally, designing the packaging for both the vodem and VMC PC card devices, and generating all advertising from television through to retail press.
The television commercial was dirrected by Richard Gibson via Luscious International and post produced at Emerald City in Sydney. The music featured in the commercial is an original track written by Elemeno P Guitarist Justyn Pilbrow and featuring vocal by Stellar*’s Boh Runga.
Creative Director: Josh Moore
Creative Planner: James Hurman
Art Director: Leisa Wall
Writer: Jane Jamieson
Interactive CD: Tom Markham
Head of TV: Jackie Clark
Director: Richard Gibson for Luscious International
Producers: Andrew Morris & Lucas Jenner
Post Production: Emerald City
Music: Justyn Pilbrow for Soundtrax
Making-of Director: Ant McPhail
Photography: Chris Lewis
Retouching: The Lounge
Skin Design: Steven Cicala
25 Comments
Cool ad, wonder if the aussie client would have approved it??
WICKED original score. Before anyone slams this ad, I just want to say I like this kind of stuff. It gives me a groovy stiffy.
Lame shit.
Cool ad. Bit Levis twisted. Is the sound guy freelance? I want to use him. That’s a great soundtrack and it’s an original!!Massive points for that.
My grandma has never looked so sexy.Nice!
Cool Ad.
As If the aussie client would ever approve that stuff or any of the other Vodafone NZ work from the last couple of years. Not Ground breaking but 10 times better than the stuff from here (AUS).
remind anybody of this:www.ne-o.co.ukclick on works, futureshock.From 2003.
This is not only a great movie of communicating the benefits of moving with their broadband but communicating what the person who did the long writing here meant to say correctly to my eyes.Have a greatest dayGeevan
Why is that when a good agency does something that’s been done before, they get ripped a new anus on this blog?But when a crap agency does something that’s been ten thousand times before, everyone looks at it like ‘hey, I really like it. It’s not a total piece of shit.’Me thinks we should all be held to the same standard.
Yeah, this is amazing.Truely groundbreaking work for Vodafone.
I like it, great track and watchable. But it is somewhat derivative- as per 1.22.
I love the attitudes people have to taking ideas from other mediums. A famous example was the Gary Larson ‘the last thing a fly ever sees’ cartoon. But, these things are only a problem because we’re all so award-focussed. That guy knew very well that the fly ad was not his idea, but he entered it into award shows to further his own career. That is stealing in my book. Good ideas like that and this ad sell product and build brands. But advancing your own career with a trophy for replicating (not being influenced by) someone else’s idea is wrong. So by all means make the ads because you’re doing right by your client, but don’t enter them into the award shows. Or perhaps a compromise – ring Gary Larson and tell him you would like to credit him as both Art Director and Writer alongside you and your thieving mate. I’d love to hear what he’d say.
I checked out http://www.ne-o.co.uk (5.27’s post). Perhaps, the Vodafone ad is derivative but that’s fine – it’s a great application of the idea. Using that idea for a freedom to move with broadband concept is very cool and very smart. I love this ad. I feel a little twitch in my arm every time I watch it.Whoa, here I go…Well done guys.
I’m only going to say this once as I don’t want to encourage him… FUCK OFF GEEVANYou are not funny and add absolutly nothing to this blog.
Um, Levi’s circa 2001. I posted this yesterday but it never went up. Is that because I put a link to youtube? If so, I won’t this time. For those that don’t know the ad, it was a world famous ad shot by Spike Jonze and won many awards, in 2001.Go to youtube and look up ‘Levi’s crazy legs.’So yes, it’s sort of okay to borrow from other mediums like film and cartoons but stealing and remaking ads from a few years back, not so cool.Can people please stop giving them credit for this.And no, I’m not jealous for all the people who are about to jump down my throat.
Yes, I reckon the reference to the neo site is fine. It’s just that- reference. We’re allowed to, we’re not expected to totally make things up, we are here to work out how to use whatever we can to solve our clients problem.Steve Henry’s and Axel Chaldecott’s massively awarded Holsten Pils stuff was utterly ‘ripped off from Dead Men Don’t Wear Plaid’ (Steve Henry said that).Ask about the famous Hamlet Photo Booth- absolutely frame for frame from a Scottish TV comedy sketch show. Doesn’t matter, worked, entertained, raised awareness etc and got voted best ad ever.I don’t even know if the comedy show writers got a credit.
Fly-weight jeans?????Are you fucking blind, deaf And a prick.
Erm. In London, ripping off a famous sketch, movie or music clip is completely acceptable.However, ripping off someone else’s ad is absolutely fucking not, and is rarely a career enhancing move.Shame the same rules don’t apply over here.
try hard.it is pretty safe to assume the positive glowing comments were all from…Josh Moore, James Hurman, Leisa Wall, Jane Jamieson, Tom Markham, Jackie Clark, Richard Gibson and anyone at Luscious International, Andrew Morris & Lucas Jenner, the operators at Emerald City, Justyn Pilbrow and his sound engineer and well.. even the Making-of Director: Ant McPhail.it is truly try hard. hey.. i have an idea…we want to target the hip kids..and..what are the hip kids into…
5.18. I’m none of the above and I like the spot.You just sound like a bitter jealous twit(You must feel right at home on this blog.)
I reckon TOM MARKHAM is one of the few in this Agency Group that understands REAL INTERACTIVITY! But the passive entertainment TVC was cool…So congrats to everyone involved; particularly VODAFONE! Hey-how come everyone makes ANONYMOUS comment?-Bit old fashioned that!!!
I liked the spot when I saw it for Levis ‘Crazy legs’.
Hey guys its just advertising – take it for what it is!!! a really good view!!! hey also assuming that all you guys with the negative spins are not out there doing the hard graft and spending your time beating down those who are – get a life might be a good idea!
I want that song.