Thursday, July 26, 2007


SPARC (Sport & Recreation New Zealand) has launched an integrated campaign to get 18-24 year olds more active - not an easy task. So to make exercise more like fun and less like hard work, Y&R created a competition to invent new sports with the help of comedy duo, Bill and Ben.

Client: SPARC (Sport & Recreation New Zealand)
Agency: Y&R, New Zealand
Creative Director: Chrissie Lahood
Creatives: Marianne Harvey, Anton Hart, Jeremy Southern, Katrina Jarratt, Bridget Bussell
Account Team: Jason Wells, Rachael Schnurbusch, Fran Mill
Interactive Creative Director: Maya McNicoll
Production Company: Shonky Productions
Directors: Jamie Linehan and Ben Boyce
Photographer: Meek
Retoucher: Chris Clifton


Anonymous Anonymous said...

Fun ads but I'm just not sold on the strategy.

If you're trying to talk to 18-24 year-olds, is JACK-ASS style stuff the way to go? Doubtful.

Whether it's just a 20 minute walk each weekend or regular sessions at the gym, if you exercise regularly, you'll eventually look fitter/better and consequently get laid more.

A 'more exercise = more sex' strategy would resonate with most 18-24 year olds because when you're 18-24, basically all you want to do is get laid.

The client may think it's engaging and up with the play because people can txt in, and there's a website etc but a good strategy and idea shits on bells and whistles any day of the week.

10:38 AM  
Anonymous Anonymous said...

This was done for Fox Sports in the US a few years back and won Gold at Cannes. Everyone's seen it!

12:09 PM  
Anonymous Anonymous said...

My name really is Anonymous. And I don't like this stuff either.

Bill Anonymous

1:06 PM  
Anonymous Anonymous said...

I like the ads. They're funny, and the audience will never have seen the Budweiser ads that did the same idea (but not execution) 20 years ago - and years BEFORE the Fox ads.

(If you want originality guys, don't look at advertising. Or movies. Or TV. Hell, just don't look.)

5:40 PM  

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