Good Sports
ANZ
Overview
Faced with some stiff reputational headwinds, ANZ tasked TBWA\ with communicating the work they do in the community to Kiwis, in a meaningful and authentic way.
We did this by focusing our approach on an area of the community ANZ were already well known and respected for – sport.
By reframing ANZ’s role in sport, by aligning it to the broader role of sport in New Zealand, our Good Sports initiative connected with Kiwis on a huge scale. We saw immediate shifts in how positively Kiwis felt towards the brand.
This was achieved through an epic film-led campaign, as well as by reinventing ANZ’s sports grants programme under the banner of ‘Good Sports’.
Channels
TV, OLV, AV, Digital, Social, OOH, Branch, EDM, PR, Sponsorship Grants
