Unite against COVID-19 shows the ‘possibilities’ getting vaccinated can unlock for Kiwis in new campaign via Clemenger BBDO Wellington

With the COVID-19 vaccine now becoming available in New Zealand, it was time to shift the way Aotearoa thought about its individual and collective futures. Instead of using fear tactics like seen overseas, the latest Unite against COVID-19 campaign from Wellington agency, Clemenger BBDO, focuses on showing all of Aotearoa the many positive things that getting the vaccine can unlock.

Possibilities launched with a nationwide TV commercial, showing how New Zealanders are amped for a future beyond our current COVID-19 reality, and enthusiastic about living fuller lives again.

Says Mark Albiston, director at Sweetshop: “We wanted to make sure we reflected the true character that New Zealanders have displayed over the past year, and look to our future possibilities with the same optimistic attitude.”

Nine artists from around Aotearoa were also tasked with illustrating the things they were looking forward to doing again, or for the first time.

Together they show a wide range of people and ‘possibilities’, to better reflect the things that matter to all of Aotearoa. These include being able to graduate with your classmates; grandparents being able to hold a new-born member of the family; planning weddings; spending time with your kaumatua and kuia at the marae; watching sport in full stadiums and even getting a haircut when you want.

The campaign’s creative director, Mark Dalton, says: “They paint a vibrant picture of Aotearoa. A life full of connection, love and hope for the future.”

Client: New Zealand Government
Creative Agency: Clemenger BBDO Wellington
Media Agency: OMD Wellington
Production Company: Sweetshop
Director: Mark Albiston
Illustrators: Ant Sang, Jem Yoshioka, Māori Mermaid (Jessica Thompson Carr), Michel Mulipola, Miriama Grace-Smith, Ross Murray, Ruby Jones, Tai Nimo, Zak Waipara