The Work 2023 Contenders: Yarn

April 20 2023, 1:12 pm | BY Ricki Green | No Comments

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…


TAB NZ: Digging Up Bledisloe’s Past
Yarn
The Bledisloe Cup epitomises the greatest rugby rivalry between NZ and Australia. But it’s been 21 long years since Australia last won a match on NZ soil. So long that the stadium they last won at doesn’t even exist. So to spur on the trans-tasman rivalry and encourage betting, we launched a tongue-in-cheek campaign that dug up the past on this unfortunate history, featuring an Aussie fan on his annual pilgrimage to the site of the once-famous Carisbrook Stadium. We also used real-time betting data for a digital billboard campaign that revealed which side of history Kiwis were betting on. And sparked sporting memorabilia madness by selling some ‘Hallowed Carisbrook soil’ on TradeMe.


TAB NZ: Live bets for Bledisloe
Yarn
With the All Blacks unbeaten against the Wallabies on home soil for 21 years, the odds for the upcoming Bledisloe Cup were heavily in their favour. And hardly worth betting on. So we fuelled the betting rivalry by doing something TAB has never done before. We launched a digital outdoor billboard campaign that revealed live betting data from around the country, showing in real time who Kiwi fans were actually backing to win, and becoming part of the match build-up, right up until kick off.


CEDA & Palmerston North City Council: Manawatū 2.0 Relaunch
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Many Kiwis may have preconceived ideas about the Manawatū region from past memories. But a lot has changed since the 80s and 90s, making it much more of a tourism destination. So we created a PR-led campaign that relaunched the Manawatū region as a new and improved 2.0 version. We first drew nationwide attention by announcing we were shutting down the region for an important update, including taking down Manawatū’s website and social accounts. Before releasing the 2.0 version to the nation with the help of the region’s IT Manager. The humourous update sparked headline news, social commentary, plus numerous national tv and radio interviews – all helping reboot the nation’s thoughts on Manawatū.

The Work 2023 Contenders: Yarn The Work 2023 Contenders: Yarn The Work 2023 Contenders: Yarn

Hell Pizza: The Impossible Disguise
Yarn
It’s pretty tough to tell the difference between real beef and the new plant-based “beef” on Hell Pizza’s new Impossible Burger Pizza. So we created a launch campaign that challenged Kiwis to see if they could see through the disguise. First, radio and outdoor ads were disguised as some of the nation’s most recognisable and long-standing ads. Then we encouraged Kiwis to take the ‘Impossible Burger Pizza Challenge’, which put them to the test to see if they could guess if their pizza had been topped with real beef or the new plant-based Impossible™ Beef.

PLAY THE SPORTS STORE IN DISGUISE SPOT
PLAY THE SUPERMARKET IN DISGUISE SPOT
PLAY THE HARDWARE STORE IN DISGUISE SPOT

 

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.