Cancer Society New Zealand’s iconic Daffodil Day campaign was …wilting a bit.
Exuberance took a brief to refresh it.
The new campaign had to work in every major marketing and communication channel. It had to be flexible and enduring enough for the client to use it for three years. And most importantly, it had to cut through, re-engage Kiwis, and meet an ambitious income target.
“The 1 in 3 could be me” Daffodil Day campaign did all of those things. As we made it, we came to understand why it’s such a powerful campaign. People volunteered to be in the TV spot – because they knew someone with cancer or they’d had it themselves. We recorded some radio ads and afterwards, the technician choked up. He told us his personal cancer story, and halved his fee. This was a mighty campaign but it was very, very cleverly managed by Cancer Society Auckland. Get in touch to ask me how they did it.
Watch the spot here: https://www.youtube.com/watch?v=fSxu0F0_Bdw
