Ad Nut
Feb 19, 2020

NZ charity campaign finds powerful metaphor for childhood poverty

Heartless machines shunt one in four infants toward a cruel fate in a campaign for New Zealand charity Spend My Super by Contagion.

The above TVC may initially look like a scene from a live-action remake of Boss Baby (a film Ad Nut hopes never to see). But it's a bit darker than that: It shows cold robotic machinery diverting one in four babies into a life of poverty.

That's about as powerful a metaphor as this squirrel has ever seen for innocent young ones being thrust into a tragic existence through no fault of their own. The work is for New Zealand charity Spend My Super (which encourages people to donate their pensions) and ad agency Contagion.

The campaign also included a strategically located activation and OOH:


Advertising: Contagion
Production: Flying Fish
Activation Space: Britomart Group
Website: Translate Digital
Research: Stickybeak
PR/Communications/Activation: Moloney Moloney
Communications: Tomorrow Inc


Agency: Contagion
ECDs: Bridget Taylor & Todd McCracken
Art Director: Todd McCracken
Copywriters: Bridget Taylor & Matt Weavers
Creative Operations Director: Mike MacKinven
Designer: Tama Ratapu
Client Service: Carla Tamahori, Victoria ONeil
Photographer: Mike MacKinven
Production Company: Fish
Director : Gregor Nicholas
Producer: Penelope Sinclair
Sound: Liquid Studios

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