BLUNT showcases ‘Engineering Joy’ in new global brand campaign via Thinkerbell Aotearoa
BLUNT has launched its first global brand work with an eye-catching and intricately choreographed film via Thinkerbell Aotearoa.
Says Regan Grafton, chief tinker, Thinkerbell NZ: “We were tasked with capturing the engineered joy of a BLUNT, and we believe this does just that.”
The film was captured in just one-shot via drone, and stars award winning New Zealand dance company, Identity Dance Company. Produced with Reel Factory and directed by Dan Max, Grafton said it took ‘meticulous planning and collaboration from everyone involved to get it just right.’
The music was also composed locally by Goodboy Music and has utilised BLUNT umbrellas to build the track’s percussion.
Says Fee Cortis, head of marketing for BLUNT: “It has been such a thrill to create this magical work with the Thinkerbell team. We couldn’t be happier with the final product, and the response from our customers has been great.”
In a unique twist, dynamic 15s edits in which the dancers come together to spell out the chance of rain specific to each viewer’s location, are currently being served across all markets. Cortis said, “We know that weather triggered ads generate spikes for us, so we love that we have been able to take this to a new level with in-ad personalisation.”
Adds Grafton: “It’s a cool mix of science, tech and art from the creation through to the media execution with this ultra-personalised element. Much like a BLUNT!”
The work is now live across NZ, Australia, UK and USA via Meta, Google and at bluntumbrellas.com. View the full 60s clip on BLUNT’s instagram, here.
Client: BLUNT Umbrellas
Creative Agency: Thinkerbell Aotearoa
Production Company: Reel Factory
Director: Dan (Maxy) Max
Choreography: Josh Cesan, Identity Dance Company
Music composition: Goodboy Music
VFX: Leon Senf
16 Comments
‘I won’t let you down’ but branded. Gotcha.
My main surprise is that it took an Umbrella brand this long to rip off the OK GO music video
Got to hand to them, solved the brief with a single YouTube search
Got this on repeat and that’s a feat for an ad today.
Is this the first work from Thinkerbell NZ office? Coming in hot.
And so will the public
So much fun to watch. Choreo is tops.
Don’t you mean ‘Punters will love it” ?
I’ve never heard of Blunt. I watched the ad and have no idea what it is.
That is all
I guess it’s only upward from here for Thinkerbell NZ. A poor OK GO knock off that really says absolutely nothing about the umbrella apart from that it comes in blue just like my free ANZ one
cannot understate just how good this is.
What a first great piece out of nowhere.
Going to set NZ on flames boooi
Let’s go!
This is how you do it.
Public will love it. This is the best. YouTube it.
Yeah man so bloody great.
And no i dont work there.
Oh how I’d love to see your latest work. You probably did the latest Uber Eats work that says exactly what the brand does but is horrible. And no I do not work at Thinkerbell.
No budget to clean up the choreo marks on the ground?
Nice to begin with, went nowhere, too long.
Couldn’t be bothered to remove the gaffer’s tape on the ground? Lol