Youi destroyed their credibility in the NZ market with some decidedly shady practises. We were challenged to create a brand campaign to turn that around, Bonnie and the Wiremu were the solution, two uniquely kiwi kids, working together to overcome their challenges.
Youi - Bonnie & Wiremu
Youi wanted a campaign to connect with kiwi's.
Success has many fathers.
So too, does Progress.
I have been a lead on ASB for True from the many rounds of creative to win the pitch, to developing and overseeing external and internal brand comms, and shaping the voice of the current ASB brand since then.
Progress Brand Relaunch - 1
Progress Brand Relaunch - 2
Kit Kat Chairs
Everyone needs a break. And that need can hit at any time. So we made posters for Kit Kat that turned into chairs, so you can have a break any time you need.
Kit Kat Chairs
Ford - The Passengers
To launch the Ford Kuga, we got on the road with the X Factor caravan, turning the car into a recording booth at the audition events. We recorded peeps from everywhere singing a kiwi classic which we turned into a TVC, banners, pre-rolls and even a music vid, to run through the X Factor season. We then integrated with the show, working with the stars to get them singing along too.
The campaign was recognised by WPP and Ford with the Go Further Award for best Creative Idea for Ford, globally, in 2013.
To launch the Kuga we joined the X Factor audition caravan to create a campaign leveraging the X Factor sponsorship and getting people into the new car to sign a classic kiwi tune.
Passengers 30 Spot
Goody Goody Grabaseat
How do you make kiwi's love a Grabaseat sale even more? Add ice cream and give away overseas trips.
The Goody Goody Grabaseat Event
We put Ford's hot hatch at the centre of conversations in the coolest spots by making it the hottest thing on the table.*
*This pun was followed by a five-minute period of self-loathing.
Drunksense was a way to get across that these Myths research had found people use as excuses, made no sense, and drink-driving is never ok.
It made sense at the time.
The radio even won an ORCA.
Maybe Axis finalist.
AT Drunksense Radio - Girls
AT Drunksense Radio - Guys
I like doing Fieldays stuff.
Farming is way cool.
Here's some I made earlier.
Ford Fieldays Sale
Hallertau Lucky Dip
We put beer-geeks' creds to the test; placing coded cleanskin bottles into a barrel. They then had to prove to SheRa, our beerbot app, they were worth their flannel shirt, by drawing a random beer and identifying the type.
Hallertau Lucky Dip
Ranger vs Hilux
Pies are a recurring theme in my work.
I'm an auteur of mince.
In fact, I had a steak and cheese while making this website.
And I joined a gym, because I'm turning into a fat bastard.
These ads were in response to a Hilux ad slagging off Ranger's claim to be top-selling ute.
Somehow we sold in the idea of a three page ad.
There was also a shorter version.
There was even a teaser in the issue before.
That's not here.
Get in touch if you want to see it.
I don't just do cars.
Sometimes I wash.
After attending the regional hothouse to develop a launch campaign for this high-end SUV, the final product arrived. It was shit.
So I cut it up, found some archival audio of the St of Everest; the mighty Sir Ed Himself, and put something a bit more kiwi together.
Ranger vs Budget
Ford NZ didn't have much to spend on making an ad...
Luckily we can improvise with overseas footage and some animation.
The dealer I met at John Andrew Ford loved this.
He said his kid was even wandering round the school yard telling people he was "Doing the business".
Based on this sample size of 1, we can say it was a raging success.