McCann & One New Zealand Make The Case For The Good Old-Fashioned Phone Call
One New Zealand and McCann have launched a campaign titled 'Misinterpreted' to encourage people to make phone calls instead of relying on text messages. The campaign addresses the anxiety and ambiguity often associated with digital communication in the modern age.
Why it matters
The campaign highlights shifting social norms regarding communication and the psychological impact of digital-first interactions on interpersonal relationships.
One New Zealand and McCann New Zealand have launched 'Misinterpreted', to encourage Kiwis to get connected the old school way: by picking up the phone.
Faced with changing social norms and generational divides - with research showing 25 per cent aged 18-34 never answer the phone, 70 per cent prefer text, and 81 per cent feel anxious about calling - McCann took the opportunity to invite Kiwis to rediscover the value of a phone call.
The campaign creative highlights the texts, emojis and phrases used every day and exposed the different meanings they can carry. From an unembellished thumbs up or brutal 'k', to the confusing 'all good if not' or generationally divisive 'dying'.
Coming to life across OOH and print executions, 'Misinterpreted' has brought to life a simple truth: Tone and context can be lost in a message, but you always know with a call.
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