Mr Humfreez
ANZ Bank
Issue 56 | September 2020
Agency
TBWA NZ
Creative Team
Chief Creative Officer: Shane Bradnick Executive Creative Director: Guy Roberts Creative Director: Wiktor Skoog Creative Director: Ashwin Gopal Creative Director: Julian Andrews Art Director: Watchara Tansrikeat Designer: David Correa
Production Team
Senior Producer: Mark Paisey Design Contributor: Ye Sul Elly Cho Design Contributor: Jim Shi Design Contributor: Ammar Ghazal TV Producer: Jodie Hari Head of Post Production: Blair Walker Executive Producer: James Moore Director: James Solomon Producer: Camillo Spath Mac Operator: Laura Callan
Other Credits
Chief Executive Officer: Catherine Harris Head of Planning: Matt Kingston General Manager: Kate Heatley Group Business Director: Ruth Coulson PR Managing Director: Angelina Farry PR Account Director: Ian Benet ANZ: General Manager Data & Marketing: Astrud Burgess Head of Consumer Marketing : Matthew Pickering Senior Marketing Manager: Kimberley Smyth Marketing Manager: Kimberley Morrison
Date
August 2019
Background
50% of Kiwi homes are too cold and damp, causing 1600 premature deaths each year. This is four times New Zealand’s road toll. As the nation’s largest home lender, ANZ Bank launched its Healthy Homes Initiative, offering interest free loans for insulation and heating. To change the Kiwi behaviour of ‘toughing it out’ over winter, we had to captivate and educate our audience.
Idea
Mr. Humfreez is a 100% sustainable device designed to show Kiwis how healthy their home is - without relying on any power source. Created in collaboration with the University of Waterloo Canada, the sheep is a world-first made by coding wood - one of earth's most abundant materials. Mr. Humfreez is scientifically calibrated to World Health Organisation guidelines for a healthy home, and designed to evoke an emotional response. Beyond indicating the problem, Mr. Humfreez is helping educate Kiwis and leading them to healthier homes with interest free loans from ANZ.
Results
The launch for Mr Humfreez earned coverage in major TV, Radio and Print publications, generating massive interest. Mass production is now underway due to global demand. The product generated 5X more search volume than any other ANZ campaign. Over 1.5X more Kiwis now associate ANZ with Healthy Homes than any other bank. Most importantly, Mr Humfreez entered Kiwi classrooms as an educational tool to explore how he could be used as part of a healthy homes school programme.