Party at Kelly Browne’s place this summer!

The iconic 1998 Party at Kelly Browne’s Place is back for 2018 – with an important safety message ahead of the summer party season.

The original campaign, launched by AMI 20 years ago, saw the catchphrase become part of the Kiwi lexicon. Everyone across Aotearoa knew that if there was anywhere to be, it was at Kelly Browne’s epic party. Kiwis from all walks of life took part – from the butcher’s shop workers to the bogans down the road, to the rugby team and pub patrons. They were all invited to the party of the year at Kelly’s place, while the parents were relaxing on holiday somewhere in the Pacific.

Today AMI has re-launched the original advert on social media - #ThrowbackThursday! Next Thursday, a 2018 reboot will be launched on AMI’s social media channels, with accompanying blog articles about making sure you and your whānau stay safe this summer.

AMI’s Digital Engagement manager Matt Pryor knows how quickly parties can grow out of control due to social media. That’s why AMI will be posting helpful blogs over the holiday season to help Kiwis avoid a potential Corey Worthington Australian house party situation.

“It’s been 20 years since the original Kelly Browne party, and we were thinking of what we could do to celebrate summer, help our communities stay safe and also put a smile on people’s faces,” Pryor says.

“It all came together quite quickly. One of our Christchurch teammates found a copy of it on DVD in a cupboard, so we shared it around the office as a laugh. But it got everyone really nostalgic and so we ran with it.

“In 1998 it was word of mouth that made Kelly Browne’s party infamous. Today it’s social media spreading the word, which could mean your quiet dinner and drinks with friends turns into a public free-for-all,” he says.

“It’s party season and we really want people to be safe. The remake brings this message to the forefront. No-one wants their placed trashed while they’re on holiday!

“We’re really excited to see how this plays out. The remake has been made with love by AMI staff, their family and friends roped in to spread the message too. We’ve produced it in-house with our director Bob Lajes Jr, our own crew, talent and editors. We’re exhausted but it’s been incredibly exciting and fun,” Pryor says. “The remake allows us to create new memories and that’s what summer is all about.”

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