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Director Steve Saussey puts his sense of humour to work02
The "giant log-o" built by the Digipost 3D team03
Darby is rumoured to have helped write the scripts with TBWA\Whybin Auckland03
The 2degrees brand proposition and campaign was crafted around the premise that every New Zealander is separated by two degrees, in contrast to the popular “six degrees of separation” theory allegedly first floated in 1929 by Hungarian short story writer, Frigyes Karinthy.
This satirical strategy, created by the fertile minds at TBWA\Whybin, skilfully leverages frustrations of the average kiwi mobile user, by highlighting the costs and behaviour of 2degrees’ main emcumbent rivals.
The result is an appealing mix of “special” kiwiana humour and self-depreciating gags from Flight of the Conchords star, Darby.
The creative genius behind the campaign included ECD Andy Blood, CD/AD Guy Roberts and copywriter Corey Chalmers.
Darby is rumoured to have helped with the script writing.
Film Construction director Steve Saussey put his considerable sense of humour to work, shooting the campaign footage in a variety of apt locations throughout the Auckland region.
Post production work was designed to reinforce the humour.
The Digipost team built the “giant log-o” (as Darby puts it) in 3D, designed the opening 2D graphic sequence and ‘da Vinci Code’ elements, and created the layered crowd effect in the final shot.
3D work was handled by Digipost 3D specialist Dan Taylor.
Sound design, FX and final mix were taken care of by sound designers Clive Broughton and Adam Iles.
Senior digital artist Paul Dickson spent considerable time in Flame compositing backgrounds, adding the 3D elements and handling visual effects.
Colourist Dave Gibson graded the spots in Spirit.