Bradnick: " There’s nothing sillier than a piñata full of data."
TBWA New Zealand, along with 2degrees, has introduced Paulie, the Data Piñata, a giant, and completely bonkers AR data piñata that New Zealenders get to find and whack in order to win up to 200,000 days' worth of free data.
Renowned Netherlands 3D character specialist Eva Cremers, who has created work for global brands including Nike, Mini and Amazon, partnered with TBWA\New Zealand’s head of post production Blair Walker to bring Paulie the giant pink data piñata to life.
Shane Bradnick, TBWA\NZ chief creative officer, said: “The silly season is upon us, and there’s nothing sillier than a piñata full of data.
"The 2degrees Data Piñata is the perfect antidote to the traditional Christmas retail promotion, and a great way to relieve some stress after a long year."
Dave Pearce, general manager marketing 2degrees said: “We wanted a bit of fun for our summer promotion and we love the way TBWA took a retail, data-led mobile brief and turned it into such a fun activation.
“You can play Data Piñata as a guest, but the real rewards come when you become a 2degrees customer - and after a week in market, it’s already smashed our visitor numbers.”
Paulie the Data Piñata will appear on TV, radio, digital, social, in store, and in-store.
Credits:
Client: 2degrees
Agency: TBWA\New Zealand
Production & Animation: TBWA\Bolt
Character Design: Eva Cremers
AR Experience: Unbound
Media Agency: OMD
