One NZ announced their rebrand from Vodafone to One NZ in late 2022 — moving from global to local to focus 100 percent on New Zealand. At the end of 2023, One NZ tapped us to produce a campaign to land their new positioning "Let’s Get Connected."
The 90-second launch TVC "Finding Jade" is the first part of a campaign that was built to last, capture Kiwi hearts and minds, and demonstrate the power of human connection.
In it, we follow a young gentleman named Jade, as he travels around New Zealand (and further afield) to find out more about who he is and how he’s connected to the world and those around him.
After just four months on-air, One NZ’s brand consideration measure jumped by 9%, exceeding the full year’s target. But the biggest evidence that Jade’s story had resonated so universally were the scores One NZ recorded for measures such as “represents and celebrates New Zealand,” which jumped 11 points, and “supports New Zealanders to connect with each other,” which climbed another six points.
