New Zealand’s Chorus owns and manages the underlying fibre networks that internet and phone services rely on. It wants Kiwis to know that fibre remains the fastest, most reliable and future-ready broadband technology available. McCann New Zealand, that had recently been appointed as lead agency for creative, strategy and media, had been given a challenge – to turn the freedom of fibre into a distinctive idea that demonstrates how you can click, view, stream, and upload, while making the most of your broadband connection.
It found the answer in an unlikely, and most importantly, interesting and entertaining, place – Irish dance.
Go Clicker Than Ever’s hero film features Keith, an everyday Kiwi, ‘clicking’ through content on an oversized computer mouse with the speed and precision of an Irish dancer. The simple idea brings to life the feeling of freedom of that fibre broadband delivers – with Chorus fibre, fibre can more than keep up with how fast you can move.
Gary Steele, chief creative officer at McCann New Zealand, stated, “We wanted to make the speed and freedom of fibre feel tangible, rather than simply tell people that fibre is fast. Irish dance gave us an unexpected way to do that – taking something known for its incredible speed, precision and energy and putting it in the hands of an everyday Kiwi. It’s a simple idea, but one with the power to make fibre’s advantage feel immediate and memorable.
“And while the whole thing is a big metaphor, we welcomed the challenge of doing it for real. The dancing we achieved using various rigs and puppeteered legs – moulded off our hero’s, and the mice we made to scale, which believe it or not, do in fact work.”
McCann’s creative and media strategy was designed to put fibre front of mind when Kiwis are most engaged with connectivity. AV-led assets will appear across sport and streaming channels to evoke storytelling and maximise reach.
Karren Harker, head of brand, marketing and experience at Chorus, commented, “We wanted a partner that could bring creative and media closer together and challenge us to think differently about how we connect with Kiwis. This approach means we can start with the idea and think about how it can live across channels from the very beginning.”
Priya Patel, CEO of McCann New Zealand, added, “Great ideas shouldn’t have to work their way through a series of separate departments before they reach people. Bringing strategy, creative and media together means we can start with the business problem, find the strongest idea and then work out how to make it matter in the real world. ‘Go Clicker Than Ever’ is a brilliant first example of that, and a wonderfully unexpected way to begin our partnership with Chorus.”
Go Clicker Than Ever launched on September 6 across AV, social, digital, partnerships and OOH, with more activity to follow.
Credits:
Client: Chorus New Zealand
Head of Brand, Marketing, Experience: Karren Harker
Brand Lead: Matt Daunt
Media, Performance and Measurement Marketing Manager: Jono Joseph
Content Marketing Manager: Nisha Rasikaran
Agency: McCann New Zealand
Sound Design: Miller Yule
Photographer: Mike Braid
Content Creator: Jullian Liang
Content Editor: Adam Page
Production Company: Scoundrel
Director: Carl Sundemo
Producer: Claire Kelly
Co-Founder & Executive Producer: Adrian Shapiro
Production Designer: Neville Stevensen
DOP: Marty Williams
Editor: Tim Mauger
Colourist: Matic Prusnik
Online: Ulf Lundén
Music Composer: Glenn Sarangapany @ Electric Sheep
