It was a very strange ANZAC Day this year, with people in lockdown and the traditional marches absent. But Steinlager, with help from DDB New Zealand, has made sure that fallen Kiwi and Australian soldiers were remembered, using all of its OOH media to do so.

From dawn on Saturday April 25 all twenty-one of Steinlager’s nationwide LUMO digital billboard sites were transformed into digital walls of remembrance. Each wall scrolls through over 30,000 Kiwi veteran names, acting as an uninterrupted memorial and reminding everyone that wherever we are, we remember them.  

Geoffrey Kidd, Senior Brand Manager – Steinlager, commented, “The last couple of months has tested us as a nation, but what is undeniably clear is the drive Kiwis have to remain unified. This Anzac Day, Steinlager wanted to help create a safe way for New Zealanders to remember the soldiers who stood united on behalf our country.”

The digital walls of remembrance highlighting over 30,000 individual names were also broadcast on YouTube pre-rolls and on Steinlager’s social platforms on Facebook and Instagram, allowing access from home.

A full four-hour commemorative video of every name called Stand At Dawn is also running on YouTube.

DDB regional chief creative officer, Damon Stapleton, stated “Anzac Day is a hugely important part of our culture. We recognised the disappointment felt by New Zealanders unable to congregate physically to pay their respects. With Steinlager, we created these digital walls of remembrance, a new way for our nation to pay tribute.”

The campaign ran April 25 – 27 across OOH media sites in Auckland, Hamilton, Tauranga, Wellington and Christchurch.

https://youtu.be/wZ2t0g3jXco

Credits: 

Agency: DDB New Zealand

Regional Chief Creative Officer, AU & NZ: Damon Stapleton

Executive Creative Director: Gary Steele

Creative Director: Rory McKechnie

Senior Art Director: Zac Lancaster

Business Partner: Jennifer Travers

Senior Business Manager: Michael Doolan

Managing Director – Production Services: Liz Knox

Head of Digital Delivery: Johannes Gertz

Head of Digital Design: Jason Vertongen

Head of Technology: Simon Betton

Lead Front End Developer: Danilo Castilho

Motion Design: James Li

Media Agency: MediaCom

Media Supplier Partner: LUMO Digital

Client: Lion (Steinlager)

National Marketing Director: Rachel Ellerm

Brand Director – Classics & Lagers of the World: Jeremy Meech

Senior Brand Manager – Steinlager: Geoffrey Kidd

Brand Manager – Steinlager: Kate Abercrombie