NZI uses 'Devil's Chair' to highlight small business risks

The campaign is aimed at increasing brand awareness, demonstrate NZI’s understanding of the challenges business owners face and highlight the sustainable support it provides.   

Launched on 25 August, the campaign will run across TV, digital, print, direct and ambient.

The 60-second TVC 'Devil’s Chair', created by Draftfcb New Zealand and animators Assembly, takes audiences to a virtual world where all the unexpected situations, which are symbolised by a ‘possessed’ office chair, can happen to business owners in reality.

Donna Williams, marketing and communications manager at NZI, said Draftfcb was challenged to ensure the campaign demonstrated NZI’s deep understanding and appreciation for small business in New Zealand, and encouraged businesses to ask their broker for NZI by name.

“Draftfcb has prioritised getting under the skin of Kiwi culture,” said Toby Sellers, group account director, Draftfcb. “With NZI, we set out to celebrate life in a contemporary New Zealand town and to demonstrate an understanding of the many risks faced by small business—NZI’s core customer base and the backbone of the country’s economy.”

CREDITS

Client
Executive general manager Karl Armstrong
Marketing and communications manager Donna Williams
Brand and communications manager Amanda Watts

DraftFCB
Asia Pacific executive creative director James Mok
Executive creative director Tony Clewett
Executive creative director Regan Grafton
Senior creative Kelly Lovelock
Senior copywriter Hywel James
Head of content Pip Mayne
Group account director Toby Sellers
Account director Michelle Koome
Planning director David Thomason
Senior planner Hilary Dobson

Assembly
Director Damon Duncan
Technical director Rhys Dippie
Producer Amanda Chambers

The Good, the Bad and the Ugly – purchase song details
Composer Ennio Morricone
Music clearance company Franklin Road Rocks - Jonathan Hughes
Composition of music Liquid Studios  / Peter Van Der Fluit
Producer Tamara O’Neill
Engineer Brendon Morrow

Media agency
Media agency SpaceStation
Media director Amanda Cater