Adshel Lights Up Girls’ Night In
The New Zealand Breast Cancer Foundation’s (NZBCF) new Girls’ Night In fundraising campaign has got a funky twist to it
– all thanks to the creativity of design company Everything and some pretty nifty functionality from Adshel.
Launching Tuesday June 22 the Girls’ Night In Adshel campaign utilises 20 of Adshel’s Create sites, delivering a unique
image depending on whether the ad is seen during the daytime or during the evening.
The creative concept, developed by Everything Design Ltd, features a simple window frame with the core campaign message
sitting on a pull-down blind. Different silhouettes printed on the reverse side of the poster become visible at night
when the posters are illuminated from behind and show women of different ages having fun at home.
"Using this technique allows us to add potency to our message – encouraging women to have a fun night in with their
girlfriends and help The New Zealand Breast Cancer Foundation raise funds at the same time,” explained Everything's
Creative Director, Jason Saunders.
“The seasonal timing of the campaign means that commuters will see the day version of the design on the way to work and
the night version on their way home." he said.
The NZBCF was lucky enough to partner with Adshel and make use of an outdoor medium that has both a high mass reach and
is likely to get some good engagement.
“The NZBCF have a special place in the Adshel heart and we are really excited to be partnering with them to bring their
latest fundraising campaign to life,” said Rochelle Weaver, Marketing Executive at Adshel.
“Like Everything Design’s previous campaigns for Pink Ribbon Breakfast and their appeal week, this new creative is again
a perfect demonstration of what Adshel can deliver in terms of cut through, high visibility and effective communication
of key messages,” she said.
The NZBCF Executive Trustee Heather Shotter says it’s thanks to Adshel and Everything Design that The Foundation is able
to add a new creative twist the new Girls’ Night In campaign.
“Adshel have been so supportive, offering a charity placement rate and also with creative input. With their help we’re
able to add a new aspect to our campaign that we simply wouldn’t be able to do with other outdoor mediums,” she said.
The NZBCF aims to raise $100,000 from Girls' Night In to help New Zealand women with breast cancer get out and about
after treatment. Money raised in this campaign will go to Community Outreach programmes that aid recovery from breast
cancer.
ENDS