The Work 2023 Contenders: Motion Sickness
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
DB Breweries – Kiwi Lager: Return to Greatness
Motion Sickness
Kiwi Lager disappeared from New Zealand’s beer fridges sometime in the 90s. In 2022, it returned… with a marketing budget that could hardly fill a beer can. So to spread the word of its return, we asked the nation for favour — more specifically, a shed, a couch, a pie, an aesthetically pleasing hay bale or anything else we could pay them to put Kiwi Lager’s logo on.
Fire and Emergency New Zealand: Museum of Fires Past
Motion Sickness
When confronted with severely burnt personal items, you immediately assume the worst. The Museum of Fires Past features a series of artefacts retrieved from actual New Zealand house fires. To reinforce the importance of smoke alarms, Fire and Emergency New Zealand used these artefacts in an integrated campaign across Aotearoa. Each item was carefully recreated by fire experts and props designers to accurately resemble the devastation of fire, with the survivors’ true stories etched into plaques. No lives were lost in the making of this exhibition. A lost item doesn’t have to mean a lost life.
Karangahape Road Business Association: Bad Reviews
Motion Sickness
Karangahape Road needed to remind the world the street was still open for business after emerging from a covid induced hibernation. So we went online to find a few words of affirmation about Aotearoa’s most intriguing street. It turned out the internet had a whole lot to say about Karangahape’s unique offering. We took the internet’s worst, real reviews of Karangahape Road and put them out there for everyone to see. A series of street posters and digital billboards that serve as a celebration of Karangahape’s idiosyncratic character and beautiful imperfections, a proverbial middle finger to all those who asked to speak with the manager.
Fire and Emergency New Zealand: You’re Cooked
Motion Sickness
Unattended cooking is the leading cause of house fires in New Zealand. One in four house fires start in the kitchen, and 50% of all fatal house fires involve alcohol or drugs. These statistics are alarming, but perhaps the most shocking is that 25% of young ‘disengaged’ Kiwis still don’t see this issue as a risk at all. Fire and Emergency NZ needed a campaign to raise awareness of the dangers of using the stove while you’re drunk or high. So we created ‘You’re Cooked’. The campaign centres around a ‘cooked-book’ – a buffet of recipes for at-home chefs who are under the influence. None of the recipes require the stovetop or oven (the key ingredients for house fires). Recipes developed in collaboration with Chef Jamie Johnston of Everybody Eats, ‘You’re Cooked’ embraces the often resourceful methods and warped inclinations of intoxicated home cooks. Toast Sandwich, Jacked Fairy Bread, Not-Fried Rice and Kiwi Onion Carbonara are but some of the many fire-free offerings that illustrate the plethora of ways to safely satisfy the late night cravings (without burning the house down).
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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.