Awards:
Finalist - Best Awards for Interactive Design.
Finalist - Caples for Art Direction.
Client: Steinlager, 2015.
Role: Lead Creative/Copywriter for website design, social content and digital collateral.
About: Steinlager have cemented themselves as the All Blacks staunchest supporters. As the team returned to England for the 2015 Rugby World Cup, our job was to show that we as a nation still believe.
Challenge: We were set the task of giving fans a deeper connection to both their beloved All Blacks and Steinlager. And if that wasn’t challenging enough, the ASA (Advertising Standards Authority) code demands a clear separation of brand and sponsorship messaging, both of which presented massive issues and restrictions for a beer brand who was aiming to leverage their association with the team.
Solution: We told three stories of the Originals, taking fans right back to where it all began. 'Underdogs' set the scene as the All Blacks left on their (soon to be historic) voyage. 'Enemy Soil' brought to life the Originals campaign on hostile English soil. And 'Spoils' recounted the moment when the Originals earned the title All Blacks.
Having encouraged people to share their messages of support for the team, we used these words to create a speech from New Zealand to the All Blacks, read by legendary All Black, Buck Shelford. It simply doesn’t get more authentic than that.
Client: Speight's, 2016 - present.
Role: Lead Copywriter/Creative in TV, DM, Instagram, Facebook, Snapchat content and digital collateral.
About: With beer consumption dropping across almost every demographic in New Zealand, Speight's, a classic Kiwi ale with staunch masculine branding had its work cut out to stay relevant. (This wasn't our account either, but when DDB slipped we snapped it up).
Challenge: Speight’s relaunched its Summit range with new packaging and some fruit-infused flavours. Our job was to get people who didn’t really like beer to choose Summit as their refreshing lager for summer. We did it by showing them that Summit is the best way to beat the upcoming summer heat. With beer sales in decline across the country, the task of launching one new beer was a tough ask, let alone three.
Results: We sold New Zealand out of Summit. Twice.
Client: Leukaemia & Blood Cancer New Zealand, 2016 - Present.
Role: Creative Lead / Copywriter in TV, social content, billboards, direct mail, email and supporting digital collateral.
About: Shave for a Cure is Leukaemia & Blood Cancer New Zealand’s biggest fundraising event of the year. All funds are used to support New Zealanders living with blood cancer.
Challenge: Firstly, this was proactive. As a junior creative team we pitched and won this client from one of the country's biggest agencies. And secondly, we did it with a simple promise: To bring the fun back to helping those who need it most.
Results: We stopped the decline in donations by raising over $1.5 million for New Zealanders living with blood cancers.
Awards:
NZ DM - Channel Silver.
NZ DM - Craft Bronze.
Client: NZI (AIG Insurance), 2016.
Role: Copywriter and creative contributor in TV, native, print and DM.
About: NZI is one of New Zealand's largest insurance providers. This was the result of our first pitch for business.
Challenge: To launch their new range of cyber insurance products, NZI needed to show Kiwi business owners that cyber threats could cause just as much damage as real world threats.
Solution: To solve both of these problems, we used a multi-phase campaign designed to drive awareness of the larger issue before educating on the specific threats that SMEs face and how they can manifest.
Client: Leukaemia & Blood Cancer New Zealand, 2015-present
Role: Lead Creative/Copywriter for online videos, character creation, website design, banner ads, billboards and paste ups.
About: Leukaemia & Blood Cancer New Zealand are a non-profit organisation who work to support New Zealanders living with blood cancers.
Challenge: Blood cancers are difficult to spot and even harder to discuss. Instead of scaring people into thinking about their health, we created an approachable way of highlighting the symptoms of blood cancers. Take a look and see if you recognise any of these troublemakers.
Client: Ski Japan, 2017.
Role: Feature writer for Niseko.com.
Read time: 3mins
Client: Speight's, 2014-2016.
Role: Creative Lead/Copywriter for social media, online video content and website design.
About: Originally the ale of southern gold miners, the beer has grown over the last 130 years into New Zealand’s most consumed ale.
Challenge: The Speight’s 'We Will' campaign asked Kiwis to find a group of mates to help them build a shed. To expand the campaign we created a Facebook series designed to show when you have a project that needs to be finished, it's better finished with friends.
Solution: To show the value in getting together to help a mate, we put our small budget to work by recruiting the many talents of the Highlanders rugby team. Operating within a mere two hour time slot to shoot, we decided to tell a simple (and relatable) story which summed up how good it feels to get a job done.
Client: Vogel's, 2014-2016.
Role: Lead Creative/Copywriter for social content.
About: Vogel's is New Zealand's most iconic bread brand (and arguably most loved).
Challenge: Create an engaged Facebook community of Vogel's lovers to help spread brand love.
Client: Heinz Wattei's, 2014-2015.
Role: Lead Creative/Copywriter for social content.
About: A real thick and fast social account with a client allergic to spending money. Creating upwards of 30 pieces of content per month (including one low budget fairytale) we turned a graveyard into an active social media community of food lovers.