Once upon a time, biscuits ruled. They ruled play time and study time. They ruled “we just dropped by to say hello”. They ruled every time between. And Tim Tams were the reason people turned up to meetings.
But times changed. Biscuits were being taken for granted. Arnott’s, the favourite biscuit, wanted to do something about that. So Y&R NZ came up with a wild and wonderful story about an apocalypse caused by a lack of biscuits.
And Curious’ newest director, Zoë Bell, told that story in a way that would excite everyone – even the family’s most unimpressible member, the teen. After all, teens rule snacking, so who better to awe.
Moreover, just in case one or two people remained hardened to the siren call of Bell’s zany live action meets animation superhero fantasy, the film stars two of New Zealand’s favourite stars – actress and stuntwoman, Bell herself, plus rugby legend and All Blacks boss, Steve Hansen – with help from some All Black royals, Julian Savea, Ma’a Nonu, Victor Vito and Israel Dagg.
Curious managing director and executive producer, Matt Noonan, commented, “The project has been a monster labour of love for all concerned – even more so for Zoë, who has had the most ramped up hothouse experience of directing a commercial project ever in my experience.”
To create the essential anticipation for the campaign, Curious produced two 60-second trailers, offering two theories as to how the apocalypse may have started, with Steve Hansen cautioning New Zealanders to “never, ever lose their biscuit”. It turns out that Arnott’s biscuits are the one thing holding the fabric of society together.
Then came the essential audience participation. Everyday New Zealanders were invited to audition to star in the culmination of the campaign – Zoë Bell’s six-minute short film, Apocalypse Steve Hansen – Don’t lose your biscuit. Hundreds of Kiwis auditioned. Nine were cast in various unorthodox roles.
Bell – or as she is known in Hollywood, “Quentin Tarantino’s muse” – returned to New Zealand from the US to shoot the film, and earned herself a place on Curious roster of directors who have something special to offer.
That meant saying goodbye to a star-studded career and starting a new one with Curious. The Uma Thurman fight scenes in Kill Bill – they’re Zoë Bell in action. She also worked with Tarantino on The Hateful Eight, Django Unchained, Inglourious Basterds, Death Proof and Kill Bill 2.
Noonan added, “I have had the privilege of working with some great directors over the years (and a few dicks). I haven’t worked with anyone who could have handled this brief with more grace, fortitude and unwavering determination than Zoë. She’s done an amazing job and I’m excited about our next project.”
Credits:
Agency: Y&R NZ
Chief Creative Officer & Chief Executive Officer: Josh Moore
Executive creative Director: Tom Paine
Art Director: Kate Lill
Copywriters: Zoe Edwards & Ellen Fromm
Heads of TV Production – Sacha Moore, Anna Kennedy & Liz Rosby
Senior Producer: Marique Knight
Head of Motion Graphics: Amanda Sasano
Head of Design: James Wendelborn
Designer: Caroline Wilkie
Head of Studio/Print Production: Paul Gibson
Managing Director: Jono Key
Client Services Director: James Johnston
Account Director: Rachael Williams
Account Manager: Amelia Daly
Head of Planning: Jono Key
Production Company: Curious Film
Director: Zoë Bell
Executive Producer: Matt Noonan
Producer: Stu Giles
DOP: Dave Garbett
Production Designer: Neville Stevenson
Editor:Jonathan Venz
Post Production & Animation: Mesh VFX & Curious Online
Producers: Barnaby Bretton @ Mesh VFX & Curious
Grade: Pete Ritchie @ Curious
Music Production: Liquid Studios
Producer: Tamara O’Neill
Music: Peter van der Fluit
Sound Design: Craig Matuschka
Client: Arnott’s ANZ
Vice President of Marketing, Asia-Pacific: David McNeil
Marketing Director, ANZ: Treating: Nik Scotcher
Marketing Manager NZ: Vanessa Di Gianni
Global Communications Manager of Brands: Nicky Thomson
Integrated Communications Manager: Linda Abbott
