TVNZ 2 needed a campaign for series two of Filthy Rich, a flagship local show for the channel. The concept was to create a series of beautiful character images showing each of them looking amazingly glamourous – as if they were in a high-end fashion ad. Each character had a statement summarising the perception their character thought they portrayed. This was offset by graffiti on each of the posters that revealed their true colours.
On outdoor assets, we commissioned a spray artist to graffiti billboards and posters in real life to bring a genuine feel that the artwork was tagged. The campaign was hugely successful bringing a large audience to the first ep of the new series.
ECD, Jen Hertzum
Creative Director, Dan Martin
Design Director, Jacob Slack
Designers, Roseanne Lee (outdoor), Jeff Lau (digital), Nick Delaney (motion)
Production Manager, Quentin Fullerton-Smith
July 17, 2017