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KiwiPlates: Everyone has a Story
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KiwiPlates and Saatchi & Saatchi have created a new iteration of their KiwiPlates ‘Everyone has a Story’ brand platform. And this one delivers a couple of surprises. Last year KiwiPlates told the story of a couple of teenagers meeting on a skate rink, while the song playing became ‘their song’ and eventual Personalised Plate. This new campaign centres on an equally endearing story. The film features a dancer whose best friend, we learn, likes to join her on the dance floor. And isn’t half bad either.
However, there’s another new twist in this KiwiPlates story. This campaign also announces the return of Black Number Plates for the first time since they were replaced by white back in the eighties. As KiwiPlates most customisable product to date, Black Plates will come in a range of sizes and character options. In addition to bringing back Standard Black with silver characters, KiwiPlates will introduce Black Plates with white characters for the first time in New Zealand. Says Steve Cochran, CCO, Saatchi & Saatchi: “Having the chance to tell another story behind a Personalised Plate is a real treat. This time we wanted to hit a chord of contemporariness to introduce the new Black Plates to a generation who’ve not had them before, and therefore we deliberately avoided nostalgia. With this particular story we aimed to once again be entertaining and endearing but still stay grounded with an authentic feeling.” Says Karl Plank, marketing manager, KiwiPlates: “Plates are becoming an increasingly popular form of self-expression, appealing more than ever, to people outside of the car scene. Everyone has a story to tell, and this campaign perfectly displays how you can tell yours with a white or now black Personalised Plate.” The film was directed by Courtney Brookes from Eight Productions and the music track was by Stefaan Van Leuven and Franklin Road Music. The spot features dancer Althea Strydom, a member of The Royal Family Dance Crew, and Mystic the dog. KiwiPlates and Saatchi & Saatchi are part of the Publicis Groupe, the third largest communications group in the world.
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