IS BNZ BARKING MAD?
Approximately 4.5% of New Zealand’s population identifies as Chinese. Acknowledging this growing and influential demographic, Bank of New Zealand was looking to celebrate its Chinese customer base with a little flair. Watermark Creative’s collaboration with ColensoBBDO, successfully created a high impact brand awareness campaign for Chinese New Year within just 5-days.
The campaign’s flamboyant street presence with ‘Year of the Dog’-themed wraps for ATMs located in a number of key, high traffic locations around Auckland involved the work of illlustrators Yulia Visotskaya and Anton Petrov whose research around Chinese dog images, ensured an authentic Chinese look and feel. There was also a user surprise. A key feature was the dispensing of money in red, illustrated envelopes, consistent with the Chinese tradition of presenting New Year’s Gifts in red packets.
This was BNZ’s way of saying thanks, not just to its Chinese customers, but to all users of its services while recognising the cultural importance of the Chinese NY to the community at large. The highly collaborative outcome was striking, culturally relevant and gave us a very happy client.
Bank of New Zealand (BNZ)
Sliver, Best Awards 2017
Distinction, packaging Agda 2017