Does your phone do good tings or bad tings?
TBWA\New Zealand and mobile company 2degrees' new campaign aims to teach kids the risks and rewards that come with owning a phone and going online.
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Credits
View on- Agency TBWA/Auckland
- Music Supervisor Wake The Town
- VFX Blockhead VFX
- Audio Franklin Rd
- Chief Creative Officer Shane Bradnick
- Creative Partner Ashley Wilding
- Copywriter Simon Watts
- Chief Executive Officer Catherine Harris
- Executive Creative Director Guy Roberts
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA/Auckland
- Music Supervisor Wake The Town
- VFX Blockhead VFX
- Audio Franklin Rd
- Chief Creative Officer Shane Bradnick
- Creative Partner Ashley Wilding
- Copywriter Simon Watts
- Chief Executive Officer Catherine Harris
- Executive Creative Director Guy Roberts
It's really REALLY hard to speak 'to the kids' without sounding like Steve Buscemi in a backwards baseball cap, but with their new campaign attempting to teach new phone users about the pitfalls of an online presence, 2degrees might have just nailed it.
Identifying ten key things, or 'tings', that are essential learnings for first phone owners, TBWA\New Zealand has created a specially designed unboxing experience for kids and parents that is available for free at 2degrees. Created to fit around new and old phones, each layer of the box is a new lesson on phone safety, ending with an agreement for kids and parents to support each other as they navigate changes in phone usage in the future.
Supporting the scheme is a legit track from renowned UK grime artist, Scrufizzer, whose specially written Good Tings forms the basis of the TV work and music video, and has already been listened to over 30,000 times globally, played live on radio station BBC Radio 1Xtra and shared by prominent DJs including Young Franco.
Shane Bradnick, TBWA\New Zealand Chief Creative Officer says, “Grime is an artform that’s all about speaking the truth and is a genre that’s gaining more and more attention in New Zealand. It’s the cultural language of youth, which is why we chose to use it to spread our First Phones message to the next generation of New Zealand phone owners.
“We also identified that unboxing your first phone is as much of a milestone as your first day of school or driving your first car. So, being part of that unboxing moment to help kids and parents remember the 10 ‘tings’ and agreeing the right boundaries for their first phone usage is really important. THINK packaging worked with us to turn a first phone unboxing into a unique learning experience. The experience teaches the ten things, provides a contract for parents and their children to agree on around their phone use and stickers with reminders for kids to sticker bomb their tech with. This is making information that’s usually hard to discuss, fun and engaging for kids and adults.
“I know how hard it is to get through to kids about how risky it can be out there, but it’s important that the “don’t talk to strangers” chat we all had as kids applies to the online world now too.”
