St John Launches Its New 'Here For Life' Brand Positioning
The commercial features Haylee Wrenn from Hawkes Bay, whose life was saved by St John after she suffered a cardiac arrest.
But rather than simply focus on the life saving event itself, the ad highlights the little treasured life moments she and her daughter, Olivia, have had since.
Says Peter Loveridge, commercial director at St John: "When we think about saving a life, we recognise it's much more than just saving a beating heart. It's also saving a family, friendships, a workmate, future experiences and potential. A life is an extraordinarily big thing."
So why the need to advertise? Well, simply because many New Zealanders don't realise that their only national ambulance service is a charity and only partially funded by the government. St John relies on donations and volunteers to maintain and improve its services in the face of ever increasing demand.
Says Steve Cochran, ECD at Colenso BBDO: "When we presented this approach several months ago we only had hypothetical scripts. Naturally we did wonder how authentic and emotional a story we might be able to capture. But Haylee's story and her family's openness and willingness to help blew us away. There have been a few tears shed in the making of this one."
Wrenn says she just wanted to share her story to help others appreciate St John, without having to have their own heart stop.
During the filming of the ad Wrenn reconnected with the paramedics who saved her which added even more poignancy to the production.
Film director, Michelle Savill, shot the ad in the Wrenn's family home and features genuine details of their lives, including their two rescued dogs. Twelve year-old daughter Olivia provided the voice over.
The TVC begins running this week as 60 and 30 second TVCs. With an appeal ad also produced for the St John Annual Appeal in April.
Advertiser: St Johns
Campaign Manager : Shareen Smith
Commercial Director : Peter Loveridge
Marketing Communications Manager : Jan Wilkinson
Marketing Manager: Kate Tinkler
Art Director: Kristal Knight
Copywriter: Hannah Habgood
Creative Agency: Colenso BBDO
Executive Creative Director: Steve Cochran
Group Business Director: Victoria Graves
Music and Sound
Sound Design: Franklin Rd Sound Studio
Online Editor: Blockhead
Director: Michelle Savill
DOP: Andrew McGeorge
Producer: Rebekah Kelly & Nik Beachman
Production Company: Thick as Thieves