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01.20.2025
01.20.2025
Mr.Humfreez
Mr.Humfreez
Mr.Humfreez
Mr Humfreez is a commissioned project for ANZ Bank, created as part of their campaign to promote healthier homes in New Zealand. This unique household device is designed to help New Zealanders understand when their home is too damp or too cold by offering a simple, sustainable solution. Mr Humfreez is made from biodegradable materials and requires no power source, making it an eco-friendly addition to any home. Scientifically calibrated to meet the World Health Organization’s guidelines for a healthy home, Mr Humfreez uses innovative materials to signal unhealthy conditions. We developed a special hygroscopic material that causes his horns to uncurl when humidity levels exceed 65%, signaling excessive dampness. His face features a custom thermochromic ink that turns blue when the temperature drops below 18°C, making it an intuitive and visually engaging indicator of home health.
Mr Humfreez is a commissioned project for ANZ Bank, created as part of their campaign to promote healthier homes in New Zealand. This unique household device is designed to help New Zealanders understand when their home is too damp or too cold by offering a simple, sustainable solution. Mr Humfreez is made from biodegradable materials and requires no power source, making it an eco-friendly addition to any home. Scientifically calibrated to meet the World Health Organization’s guidelines for a healthy home, Mr Humfreez uses innovative materials to signal unhealthy conditions. We developed a special hygroscopic material that causes his horns to uncurl when humidity levels exceed 65%, signaling excessive dampness. His face features a custom thermochromic ink that turns blue when the temperature drops below 18°C, making it an intuitive and visually engaging indicator of home health.
Mr Humfreez is a commissioned project for ANZ Bank, created as part of their campaign to promote healthier homes in New Zealand. This unique household device is designed to help New Zealanders understand when their home is too damp or too cold by offering a simple, sustainable solution. Mr Humfreez is made from biodegradable materials and requires no power source, making it an eco-friendly addition to any home. Scientifically calibrated to meet the World Health Organization’s guidelines for a healthy home, Mr Humfreez uses innovative materials to signal unhealthy conditions. We developed a special hygroscopic material that causes his horns to uncurl when humidity levels exceed 65%, signaling excessive dampness. His face features a custom thermochromic ink that turns blue when the temperature drops below 18°C, making it an intuitive and visually engaging indicator of home health.
Client: ANZ BANK, TWBA
Partnership :
Process: 50% of homes in New Zealand are too cold and damp, falling below World Health Organisation standards for a healthy home. As a result, 1 in 6 Kiwis suffer from respiratory diseases, especially children. New Zealand’s largest home lender, ANZ bank made a commitment to help Kiwis live in warmer, drier homes. Our brief was to educate Kiwis about the issue get them to enquire about ANZ Bank’s Healthy Homes Initiative - which offered interest-free loans for home insulation and heating. Faced with a culture of Kiwis used to ‘toughing it out’ over winter, our solution needed to captivate and educate Kiwis. To make Kiwis households care about this issue, we invented Mr Humfreez by ANZ - a world-first innovation that detects home health- designed to be read and understood by the children most affected by this crisis. The healthy homes device was made in way that is healthy for people and the planet.
Process: 50% of homes in New Zealand are too cold and damp, falling below World Health Organisation standards for a healthy home. As a result, 1 in 6 Kiwis suffer from respiratory diseases, especially children. New Zealand’s largest home lender, ANZ bank made a commitment to help Kiwis live in warmer, drier homes. Our brief was to educate Kiwis about the issue get them to enquire about ANZ Bank’s Healthy Homes Initiative - which offered interest-free loans for home insulation and heating. Faced with a culture of Kiwis used to ‘toughing it out’ over winter, our solution needed to captivate and educate Kiwis. To make Kiwis households care about this issue, we invented Mr Humfreez by ANZ - a world-first innovation that detects home health- designed to be read and understood by the children most affected by this crisis. The healthy homes device was made in way that is healthy for people and the planet.
Process: 50% of homes in New Zealand are too cold and damp, falling below World Health Organisation standards for a healthy home. As a result, 1 in 6 Kiwis suffer from respiratory diseases, especially children. New Zealand’s largest home lender, ANZ bank made a commitment to help Kiwis live in warmer, drier homes. Our brief was to educate Kiwis about the issue get them to enquire about ANZ Bank’s Healthy Homes Initiative - which offered interest-free loans for home insulation and heating. Faced with a culture of Kiwis used to ‘toughing it out’ over winter, our solution needed to captivate and educate Kiwis. To make Kiwis households care about this issue, we invented Mr Humfreez by ANZ - a world-first innovation that detects home health- designed to be read and understood by the children most affected by this crisis. The healthy homes device was made in way that is healthy for people and the planet.
Outcome: Mr Humfreez helped turn long-term decline into market share growth for ANZ in Home Loans. The campaign led to a revenue return of $30.80 for every dollar spent on media – a 24.5% increase on all previous home loan advertising. It has also helped reverse declines in corporate reputation and brand consideration. Three times more New Zealanders now link ANZ with ‘warmer, more efficient homes’. Mr Humfreez drove five times more search volume than any other ANZ campaign. Government agencies and NGOs have reached out to seek potential partnership opportunities – including Housing NZ, EECA (Energy Efficiency and Conservation Authority), The Asthma & Respiratory Foundation, and Habitat for Humanity. Mass production is underway in phase two due to global demand. Mr Humfreez is also being trialled as a teaching tool to become part of the NZ school curriculum, helping future generations learn about the importance of a warm, dry home.
Outcome: Mr Humfreez helped turn long-term decline into market share growth for ANZ in Home Loans. The campaign led to a revenue return of $30.80 for every dollar spent on media – a 24.5% increase on all previous home loan advertising. It has also helped reverse declines in corporate reputation and brand consideration. Three times more New Zealanders now link ANZ with ‘warmer, more efficient homes’. Mr Humfreez drove five times more search volume than any other ANZ campaign. Government agencies and NGOs have reached out to seek potential partnership opportunities – including Housing NZ, EECA (Energy Efficiency and Conservation Authority), The Asthma & Respiratory Foundation, and Habitat for Humanity. Mass production is underway in phase two due to global demand. Mr Humfreez is also being trialled as a teaching tool to become part of the NZ school curriculum, helping future generations learn about the importance of a warm, dry home.
Outcome: Mr Humfreez helped turn long-term decline into market share growth for ANZ in Home Loans. The campaign led to a revenue return of $30.80 for every dollar spent on media – a 24.5% increase on all previous home loan advertising. It has also helped reverse declines in corporate reputation and brand consideration. Three times more New Zealanders now link ANZ with ‘warmer, more efficient homes’. Mr Humfreez drove five times more search volume than any other ANZ campaign. Government agencies and NGOs have reached out to seek potential partnership opportunities – including Housing NZ, EECA (Energy Efficiency and Conservation Authority), The Asthma & Respiratory Foundation, and Habitat for Humanity. Mass production is underway in phase two due to global demand. Mr Humfreez is also being trialled as a teaching tool to become part of the NZ school curriculum, helping future generations learn about the importance of a warm, dry home.
