October 2 2024, 9:39 am | BY Ricki Green | 2 Comments BNZ has marked its investment into basketball in New Zealand with an integrated campaign developed by Colenso BBDO and Hearts & Science, demonstrating the impact of its involvement in the sport. To launch this, BNZ has teamed up with 9x NBA All Star Russell Westbrook, former teammate of Steven Adams, to dramatise the fearsome reputation New Zealand ballers have across the world. With funding and support from BNZ, a new generation of New Zealand basketballers will have a platform to compete at basketball’s highest level and strike fear on the court.
The campaign marks the investment BNZ is making right across the sport, from the grassroots funding of the BNZ Kiwi Hoops programme helping to get 80,000 more kids onto court, to partnerships with NZ’s elite basketball teams – the BNZ Breakers and BNZ Northern Kāhu. Basketball is New Zealand’s fastest growing youth sport, but investment is needed to enable growth, realising the potential for the positive impact it can have on people and communities across the country.
Says Amy Phillips, general manager marketing and design, BNZ: “Basketball has power beyond the game. It teaches confidence, leadership, teamwork, and resilience that we can all use in life. We started our investment in basketball 12 months ago and we’ve already created many more opportunities for access and participation. Our long-term investment in basketball really is an investment in a better future for New Zealand. It’s great to be talking about it with a year of activity behind us.” BNZ apologises to NBA legend Russell Westbrook for its investment in basketball in new campaign via Colenso BBDO and Hearts & Science
Russell was a natural fit for the launch, having played with and against New Zealand talent, as well as sharing BNZ’s belief in the power of the game through his commitment to getting more kids into the sport through his Why Not? Foundation. Launching as a 30”, the campaign’s hero spot sees Russell expressing mock displeasure at BNZ’s investment in the sport. Accompanying the spot are multiple OOH executions and two 15’s featuring BNZ Breakers, the BNZ Northern Kāhu and BNZ Kiwi Hoops kids.
Says Si Vicars, chief creative officer, Colenso BBDO: “’Invested in basketball’ isn’t just an exciting creative platform – it’s a commitment from BNZ to go beyond just a logo on a singlet. Their aim is to supercharge the growth of the game. This partnership won’t just grow confidence and foster leadership skills, it will also grow a generation of ballers ready to dunk on the world.” The integrated campaign went live Saturday 28th September across TV, cinema, OOH, social, digital, owned and internal channels.
BNZ apologises to NBA legend Russell Westbrook for its investment in basketball in new campaign via Colenso BBDO and Hearts & Science Client: BNZ Agency: Colenso BBDO Media: Hearts & Science Production Company: Good Oil Director: Adam Gunser Executive Producer: Andrew McLean Offline Editor: Dan Kitcher Online Editor: Stuart Bedford Colourist: Matic Prusnik Sound Design: Shane Taipari @ Franklin Rd Partners 15” and Kiwi Hoops 15” Client: BNZ Agency: Colenso BBDO Media: Hearts & Science Production Company: Collider Director: Ray Edwards Executive Producer: Yolande Dewey Offline Editor: Julian Currin Online Editor: Jon Baxter Colourist: Alana Cotton Music Composition: Julien Dyne Sound Design: Shane Taipari @ Franklin Rd Photographer: Holly Burgess @ Loupe Agency
