Find Your Fit
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FICA (Forestry Industry Contractors Assoc)
Finding our fit as forestry filming experts
Leading the video and photography components in a recruitment campaign for NZ forestry, we’ve planted our feet firmly as film specialists for this dynamic industry. As true fans of our country’s stunning environment and the people that work with it, this is a niche we’re pretty happy to specialise in.
THE BRIEF
As New Zealand emerged from COVID-19 lockdowns, leaders in the forestry industry saw the need to grow a workforce to meet the changing industry. Attracting fresh talent was key and a workforce group was formed to tackle the matter head on.
Led by Prue Younger at Forestry Industry Contractors Association (FICA) and PR expert Liane Donovan, the group designed a recruitment campaign focussed on a digital knowledge hub with tactical media to drive people there.
Impressed by Indelible’s video work across primary industries, Prue invited us to collaborate on the campaign. We were tasked with creating a suite of videos and stills photography to excite and inform people about career opportunities in forestry.
There were a few key challenges we had to face. One was the need to dispel the myth that forestry is just about planting and cutting down trees. The reality is a wider and diverse range of career opportunities within the industry including scientists, planners, saw doctors, GIS drone operators and more. With the campaign concept, Find your fit, we conveyed to people that there’s a forestry role to suit everyone.
OUR SOLUTION
Our job was to showcase the passion and skill across the forestry industry and make this attractive to young talent looking for a career to grab with both hands. We created videos using real people in real-life forestry scenarios to get viewers up close to the action. Using punchy pieces of dialogue to camera from a diverse range of workers, we showcased the wide range of opportunities available in forestry. Authentic, warm, engaging and energetic; we portrayed an industry that is real, hands-on and dynamic.
We created an extensive video campaign including TV commercials, website edits and social media content. Amongst the assets we produced were edits and reels created specifically for TikTok and Facebook/Instagram reels. These were shot on phones, at the same time and with the same setups as the traditional video outputs. Our photography experts were on the ground too, creating a campaign of stills for print media. Masters of efficiency and flex, we take pride in our expertise creating content for multiple platforms at the same time.
Filming in multiple forestry locations across central North Island took production planning to the max. It was nothing our producer extraordinaire Caroline couldn’t handle. And there’s nothing we like more than getting to far-flung locations with the chance of capturing remarkable footage.
THE RESULTS
Collaborating with the creative team at NZME, we produced a hard-hitting campaign and recruitment platform that is still active today. It has outlived the initial launch in 2022 due to the rich, quality content that continues to appeal to new talent and works hard for the forestry industry.
In the first month of Find your fit in forestry launching, there was a 287% increase in new visitors to the campaign website and 295% increase in returning visitors. Prue and her team were thrilled. “The campaign has had resounding success in collectively engaging stakeholders in our industry, providing a wealth of information to the forestry careers website and giving the industry additional collateral to share and use to extend the accumulation of this campaign. I am sure we will see continual growth of interest in our sector and an improvement in public perception of our industry.”
WHAT DID THE CLIENT THINK?
“Indelible are the forestry gurus for video. They’re professional, they understand the industry and the diversity of people within it, and their production capabilities are brilliant. They get the job done and the value you get in return is impressive.”
Prue Younger, Chief Executive and Project Lead, Forestry Industry Contractors Association (FICA).
Interested in how an expertly crafted video campaign can boost your brand or industry? Let’s chat. Get in touch.
Rupert McKenzie
Director
Caroline Biddles
Producer
Andrew Browne
Director of Photography, Drone Pilot
Damon Hyland
Camera Assist, Drone Pilot, Stills Photographer (Rotorua/Tokoroa)
Erin Woolhouse
Colourist
Michael Lloyd
Sound Design
Kirsten Simcox
Stills Photographer (Napier)
Liane Donovan – Donovan PR
Public Relations and Project lead
NZME
Creative and Scriptwriting
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