No Ugly wages a war on ‘ugly’ in first brand campaign via Augusto New Zealand

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Augusto has teamed up with drinks brand No Ugly to ‘Wage A War on Ugly’ with their first brand TVC since launching the brand back in December, 2017. Launching a new range of drinks in New Zealand and the USA in October, this was the perfect moment to bring the brand and its message to life.


Says Aaron Taylor, founder, No Ugly: “No Ugly have chosen to go to market now to establish our brand purpose; To Wage a War on Ugly ingredients, products, beliefs and behaviours. There is far too much ugly in the world and we want No Ugly to be the clarion call for people wanting to say, “NO!”

Using some iconic characters to wage war against, The No Ugly puppet named “Fugly” demonstrates just how important it is to have ‘Ugly Out’ and ‘Gorgeous In’.

Says Michelle Walshe, founder and director, Augusto: “We had a blast making this ad with Aaron and the team at No Ugly. Aaron came to us with a manifesto of what his brand believes in and let us go for gold to create Fugly. I love how brave they are as a brand.”

Says Taylor: “Working with Augusto has been a breath of fresh air. The typical agency ‘process’ was left behind and it felt like we were all part of one team striving to do good work. Augusto are passionate, creative and fanatical about solving problems. And they listen.”

The team set to create a piece of content that pushed the boundaries and but also sent a serious message.

Adds Taylor: “To dramatise our purpose, and because we wanted a serious message, we had to flip our usual construct so the message was palatable. Together we explored a few territories but landed on the FUGLY SONG as it made these messages easy to digest and in typical No Ugly fashion, we could get our brand personality across so the film is really entertaining.”

The team partnered with musician and DJ Peter Urlich to compose the music with Urlich coming on board with serious enthusiasm and a sense of creativity. The result, a choir of 11 year olds singing ‘The World is Getting Fugly’

Says Mitch Crowe, creative, Augusto: “It’s so refreshing to have a client that wants to be bold and call out all the ugliness in the world. It was a lot of fun to make and gave us the perfect opportunity to squash Donald Trump with a giant No Ugly bottle.”

The campaign launched this month and can be seen in NZ via placements on TVNZ OnDemand, YouTube and Social Media.

No Ugly founders: Aaron and Jo Taylor
Agency/Production company: Augusto
Director: Michelle Walshe
Creatives: Marissa Schmidt and Mitchell Crowe
Design: James Davison and Nina Vasiljevic
Producer: Simone Goulding and Lara Marshall
Editor: Corbin Dallas
Client Service: Amy Dufty, Kathryn Allemann, Lauren Oxnam
DOP: Dominic Fryer
Art Director: Ash Turner
Gaffer: Karl Saunders
Puppeteer: Paul Lewis
Music: Peter Urlich