Steinlager and DDB New Zealand's four-hour Anzac Day campaign

30 April 2020

Creative Agency: DDB (New Zealand)

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The campaign helped Kiwis commemorate fallen Kiwi and Australian soldiers on Anzac Day.

Steinlager, with help from DDB New Zealand, has utilised all of its OOH media to commemorate fallen Kiwi and Australian soldiers this Anzac Day.

The usual congregation of people paying their dawn respects looked dramatically different this year as New Zealanders look for alternative ways of remembering the ultimate sacrifice made over 105 years ago.

From dawn on Saturday April 25 all 21 of Steinlager’s nationwide billboard sites were transformed into digital walls of remembrance.

Scrolling through over 30,000 Kiwi veteran names each wall will act as an uninterrupted memorial, reminding everyone that wherever they are, the veterans are remembered.

“The last couple of months has tested us as a nation, but what is undeniably clear is the drive Kiwis have to remain unified," Steinlager senior brand manager Geoffrey Kidd says.

"This Anzac Day, Steinlager wanted to help create a safe way for New Zealanders to remember the soldiers who stood united on behalf our country.”

The digital wall of remembrance highlighting over 30,000 individual names were also broadcasted on YouTube pre-rolls and on Steinlager’s social platforms allowing access from home.

“Anzac Day is a hugely important part of our culture. We recognised the disappointment felt by New Zealanders unable to congregate physically to pay their respects," DDB regional chief creative officer Damon Stapleton says.

"With Steinlager, we created these digital walls of remembrance, a new way for our nation to pay tribute.”

The campaign ran from April 25 to 27 across 21 LUMO digital OOH media sites in Auckland, Hamilton, Tauranga, Wellington and Christchurch.

It will also run on YouTube Pre-Rolls and Steinlager’s Facebook and Instagram platforms.

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