rav4 & the d-ravs

This was by far the biggest campaign I’ve ever worked on with 70 pieces of content in total. Below is a selection of the best, starting with the case-study and award board. It’s currently shortlisted for best integrated campaign and social at the New Zealand Axis awards.

Launch TVCS

SOCIAL | D-RAVS BEHIND-THE-SCENES

It was important for this campaign to have strong social-first content as it was launching over summer when TVC viewership dips and social media useage goes up. We wanted these to feel like they were shot on phone by the D-RAVS themselves, which is why we shot them on phone using the D-RAVS themselves.

FEATURES AND BENEFITS TRAINING VIDEO TEMPLATE

Features and benefits videos can be boring, which is why we made ours to feel like you’re sitting in on a D-RAVS training workshop. These always felt like an after-thought, but they ended up becoming one of my favourite parts of the campaign. We kept the scripts loose to give the talent freedom to ad lib in their characters. The first example here is pretty much as scripted, but in the second one Tane (who plays Sam) goes on a tangent we never could’ve written.

KIA ORA PRINT | “INFLIGHT RECREATION CENTRE”

RATED R FOR RECREATIONAL | CINEMA & TARGETED YOUTUBE

We created cinema ‘title cards’ that were bespoke to the movie it appeared before. We carried the concept over to YouTube as well where we targeted specific recreation based keywords.