The Work 2023 Contenders: Chemistry
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
TAB: It’s Football Time
Chemistry
How do you build awareness of the Football World Cup in a rugby-mad nation? You commit absolute sacrilege by cutting down rugby posts, in turn creating a football goal. A provocative, symbolic gesture indeed. You then launch the campaign the day after the All Blacks draw their final game against England, leveraging all the hysteria and negative press to introduce FOOTBALL TIME.
MTF Finance: Say Halo To Guardian Guy
Chemistry
As a smaller player in the homogenous finance market, MTF Finance needed a way to stand out. Introducing Guardian Guy – a mumbling, rough-around-the-edges guardian angel. Guardian Guy shows up for Kiwis in their moment of need. But when his attempts to magic up cars, boats or engagement rings inevitably fail, he turns to his trusted friends at MTF Finance to save the day.
Aged Care Matters: Aged Politicians
Chemistry
Decades of Government underfunding had put New Zealand’s aged care on the brink of disaster. To draw attention to the crisis, we displayed portraits of Jacinda Ardern and Grant Robertson in their eighties – around the same time many Kiwis enter aged care – on billboards around Parliament along with irrefutable facts about the crisis.
TAB NZ: Consider the Odds
Chemistry
It’s no secret the All Blacks are hard to beat in their own backyard, so when the Irish rugby team came to take on the challenge – we turned ad space into a tool to psyche ‘em out, asking them to simply… consider the odds. From the moment the Irish touched down in New Zealand, to the moment they left, TAB was there with a bit of cheeky banter to remind the team of the challenge that lay ahead.
The deadline for Campaign Brief’s The Work 2023 is Monday May 8. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.