TV ad: Channel One: The Pacific

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Channel One's new show 'The Pacific' is about the real stories of real marines who fought in The Pacific battles of WWII. To launch the show Colenso BBDO, Auckland created an integrated campaign that sought to convey some of the most heart-wrenching, interesting and compelling stories from The Pacific as told by the soldiers themselves.

They started by sending New Zealanders a copy of an emotional letter written by a US marine. They then used this letter along with others like it inside bus shelters and to create an impressive letter mural where the public could remove letters and take them away.

All of this activity culminated in a large stunt to promote the show, which used pyrotechnics, two Japanese planes and a New Zealand Kittyhawk to recreate an epic aerial dog fight.

The campaign was a major hit and appeared on national news several times.

Category Entertainment & leisure
Client TVNZ
Agency Colenso BBDO
Production N/A
Country New Zealand
Uploaded 25 May, 2010

Credits

Executive Creative Director
Nick Worthington
Art Director / Copywriter
Rebecca Johnson-Pond
Art Director / Copywriter
Kimberley Ragan
Group Head
Lou Kuegler
Agency Producer
Gabrielle Buckle

Other credits

Account Director: Celeste Pulman

Account Executive: Hannah Watson & Sarah Devonport

Planner: James Hurman

Installation: Paul Courtney & Dan Collins

Head Designers: Lachlan Palmer-Hubbard & Rob Linkhorn

Channel One: The Pacific

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Channel One: The Pacific

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