A few weeks back DDB launched a campaign for Instant Kiwi that featured streetwalkers in starring roles. And its latest effort for The Warehouse has taken a similar, but far cuter, approach by filming a bunch of Kiwi kids applying for a job as a toy tester.
As the old chestnut says, you're not supposed to work with children or animals. But it's hard to go wrong with either in advertising these days (AMP has also successfully dabbled in this area recently with its chocolate fish experiment and if you haven't seen O2's 'Be More Dog' campaign, you should). And Julie Garlick, general manager of marketing for The Warehouse, says the new campaign, which aims to recruit four junior Toy Testers to join The Warehouse team and is designed to promote the retailer's Great Annual Toy Sale, decided to switch focus from a traditional product offering to channelling the behaviour of its youngest fans.
The spots, produced by Flying Fish and shot by Grant Lahood, showcase the imagination of the young'uns who have found themselves in a real job interview for the first time. And it's clear to see that lying about your skills in an effort to get a job is something that starts early on in life.
“This campaign has been an exciting project for The Warehouse team and we’re really proud of it," says Garlick. " ... Working with these kids was great fun and we see potential for future additions within the campaign."
The campaign consists of a recruitment drive, a ten-day toy sale countdown with product offers, online activity and a 30” and 60” TVC, which started running on 9 July. It will wrap up with an official announcement appointing The Warehouse’s newest employees on 19 August.
To be eligible for the new positions, applicants need to spend $30 on toys at The Warehouse and then upload a video talking about toys via Facebook. Four winners will receive up to $200 of toys from The Warehouse each month for a year plus a family trip to Disneyland, with each trip valued at $15,000.
Credits for The Warehouse Creative, DDB
Executive Creative Director: Andy Fackrell
Creative Directors: Mark Lorrigan and Jordan Sky
Copywriter: Jake Barnes
Art Director: Liz Richards
Group Business Director: Nikki McKelvie
Account Director: Emily Bellringer
Account Executive: Luke Dexter
Credits for Flying Fish, Production Company
Producer: Sam Attenborough
Director: Grant Lahood
Credits for The Warehouse
General Manager, Marketing: Julie Garlick
Marketing Manager: Lorraine Breheny
Campaign Manager: Hannah Atkinson
TV Producer: Rob Linkhorn