Sealord had an image problem, with consumers connecting the brand with all the negative aspects of trawling and over-fishing. They needed some love, and this idea did just that. Days after its release on air, Sealord's Social Media pages were suddenly swamped with glowing comments from New Zealanders far and wide, all loving this simple but heartfelt story. Later still, recall and preference shot up to a staggering 80% in post campaign research. The brand spot was followed by two shorter product specific commercials featuring the father and daughter, which were also praised for their warmth and charm.
To launch He Tohu, an exhibition of the founding documents of New Zealand, I created a provocative outdoor and online campaign featuring exquisite portraits of key signees, in the style of master painters Goldi and Lindauer, but with one important feature added - a hand, holding a quill or pen out to each and every viewer, asking 'Would you have signed?' This line was eventually removed by the client, Prime Minister John Key, days before the launch, in case it inflamed Maori sentiment towards the exhibition, and was replaced by the copy you see here. Cheers John.
Agency: Ogilvy NZ - ECD: Regan Grafton - AD: Darren Wong Kam
NZ Police are always looking to build better relationships with the public. One of those relationships is with the Maori community. So, when the country celebrated Maori language week, a week in which everyone is encouraged to speak Te Reo, we decided to transform an ordinary Police car using the Maori word for Police - Pirihimana. The car quickly found a huge following: on the streets, in the press and of course on social media. The public made their own versions, while the Pirihimana car even found its way into the hit video game - Grand Theft Auto.
Melanoma NZ wanted to target Kiwi males aged 50+, a group who rarely checked their skin for cancer. My insight was simple. Back in the day when this group was young, they religiously soaked up the sun and suffered through the agony of burnt skin every year. The idea was to use the power of nostalgia to get their attention. Key influencers on social media like Sean Fitzpatrick and Dick Frizzell, posted images taken from major outdoor events in the 1960's, 70's and 80's - events like Sweetwaters Festival, the Rolling Stones concert at Western Springs, Round the Bays and the big summer sporting matches. The question they asked was, 'Were you there?' Their followers answered in their thousands, tagging themselves and their mates in the photos. These people then received a follow up message that Melanoma was there too, prompting them to get a skin check up. Happily, it was a huge success.
Agency: Ogilvy NZ - ECD: Regan Grafton
Got a Trade, Got it Made
This web content was created to direct school leavers to the Got A Trade site. It had to be inspirational, easily viewable on Facebook and Snapchat video, and it had to be engaging. The idea to surprise two students from either end of the country and take them on a 'Trade' excursion to see what the job was like, did all that and more.
BP wanted to pursue an emotive strategic brand direction, focusing on the way their stations became an integral part of people's journeys.
Auckland Council launched their new eLibrary service with press and posters.
'Noughts & Crosses'
Isuzu Tipper trucks
In the lead up to the RWC, Coke asked for a brand campaign that would celebrate the arrival in NZ of young rugby fans from all over the world.
Agency: Ogilvy NZ - ECD: Damon O'Leary
Rugby World Cup
The Grand Prix winner at Axis in 2005 and the birth of my line, 'What will you be doing if you don't have Sky' that ran successfully for almost a decade and made SKY Television one of the most loved brands in NZ.
Agency: DDB NZ - ECD: Paul Catmur - AD: Martin Hermans
'The Last Supper'
Nestle didn't come to Ogilvy for a brand ad, they wanted a basic promo for Woman's Weekly. But this idea came up and turned into a script, which soon turned into a presentation, which then became an approved concept. Client was happy, writer was happy. The cats weren't too unhappy either.
On the back of the work for SKY, the Football Kingz came to me for an idea that would announce their arrival in the A-League. The morning after it went to air, this ad was front page news in the nation's newspapers and all over breakfast tv and radio. This coverage and commentary lasted right through to the 6pm news on TV1, confirming that yes, the Kingz had well and truly arrived.
Once upon a time, soccer in Australia was dying. It was not a family friendly sport, with violence in the stands between opposing fans at record levels. Then we re-invented it as Football, targeted a younger generation and everything turned around. We even managed to launch Scribe's career in Oz on the back of the soundtrack.
Countdown's Kiwi family, the Colemans ran for years, but something was needed to spice up the storyline. It required a dramatic turn of evemts that would still connect the viewer with the brand's position as the 'shop smarter' supermarket.
The mouse who got the cheese, but then again... Beautifully put together by Assembly's Damon Duncan, this Arnott's ad launched several sequels starring the loveable rodent, Barry.