Alternative title: Locals Handshake
Media: TV
Category: Retail services
Client: Z Energy Group
Agency: J. Walter Thompson Auckland
Country: New Zealand
Executive Creative Director: Justin Barnes
Art Director: Nick Houghton
Copywriter: Rafi Stone
Producer: Amy Neave
Agency Producer: Esther Watkins
Production company: Yukfoo Limited
Executive Producer: Tamara O'Neill
Head of Planning: Jacqueline Smart
Group Account Director: Tracey Theiler
Account Director: Shaun Rush
Sound Design: Craig Matuschka
Composer: Peter Van Der Fluit
Music: Liquid Studios
Animation: Alex Dron
Senior Account Manager: Bonnie Shum
Senior Account Manager: Alisha Iyer
Synopsis:
Caltex stations are run by local people, which gives them a unique appreciation of the local population and what makes them happy. So, at Caltex they can make sure all local customers are looked after with great service and fantastic fuel deals. J. Walter Thompson, Auckland, developed “It’s a local thing” as a distinctive, down-to-earth campaign platform that delivers this proposition to New Zealanders. To get maximum cut through for Caltex and build affinity for the brand they needed to bring their unique proposition to life with an equally unique creative approach. Using the tongue-in-cheek style of adult animation this campaign not only allowed Caltex to bring personality and relatable humour to the category, but also provided us with a communication platform that can deliver retail-heavy messaging in a way that consumers find refreshing and engaging.