The second half of March saw legendary Kiwi shot putter Dame Valerie Adams front a new campaign for AIA New Zealand championing the power of small, achievable steps called ‘Small Steps Matter’.
Adams – a four-time World Champion, two-time Olympic Champion and three-time Commonwealth Games champion – leads a campaign which aims to explode the myth of overnight success and educate viewers and drive home the message that when it comes to health and wellbeing it is small, everyday commitment which counts whilst simultaneously promoting the health benefits of AIA Vitality’s science-backed wellbeing programme.
The integrated campaign, which was developed in harness with Melbourne independent creative agency Bullfrog and media agency Together, spanned television, digital and social and was spearheaded by a hero spot launched on 15 March.
AIA New Zealand Chief Strategy Officer Angela Busby explained that the aim of the campaign was for AIA to show show Kiwis what they can achieve with their health and wellbeing and how we can help them get there.
“In a sport where success is measured in centimetres, no-one knows the power of small steps more than Dame Valerie Adams,” Busy added explaining why the brand chose Adams to front the initiative.
Bullfrog Planning Director Chris Steele added: “This year the world is already focused on high performance sport, so we wanted to remind New Zealanders that while our individual goals and dreams might be different, the way to move towards them is the same for an elite athlete as it is for you and me.”
Bullfrog CEO Dalton Graham also commented on the campaign saying: “Working with a purpose-driven organisation like AIA New Zealand is fantastic. The category had drifted to a sea of sameness recently, and we think this side of Dame Valerie’s story and the strategy behind ‘Small Steps Matter’ will earn AIA New Zealand a great share of attention in the market.”
The campaign was created for AIA Australia and New Zealand CEO Damien Mu, CEO Nick Stanhope, Chief Strategy Officer Angela Busby, General Manager Brand and Marketing Service Kate Leplaw, Head of Brand Janet Meacher, Head of Corporate Social Responsibility Anna Biss and Manager Of Branded Content Emma Punter by Bullfrog.
The creative agency team included CEO Dalton Graham, Creative Director Dan Sparkes, Planning Director Chris Steele, Creatives Amy Peden, Chris Ellis and Tiana Gibbons-Campbell, Client Service Director Libby Gude, Account Manager Lucy Bulling and Senior Producer Chris King.
Talent management was handled by Nicole Antonelli at Halo Sport.
The campaign was helmed by Director Charlotte Evans with DOP Tammy Williams, Production Manager Lissandra Leite, Editors Alexander Gandar and Christopher Axiaq, Colourist Matic Prusnik, Stylist Tori Ambler, Artist Laura Taylor, with sound by Paul Le Couteur of Squeak E Clean Studios, music by Mike Newport, the voice over was Rena Owen and the campaign photographer was Hamish Melville.
Media was handled by Together with Managing Partner Rufus Chuter, Client Director Josh Reiri-Allen, Senior Executive Jacob Williams, Search Director Adveta Dethe and Programmatic Manager Melvin Hadi.
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