With a goal to become the most sustainable company in New Zealand, The Warehouse has launched the next chapter to the Sustainable & Affordable story by DDB Aotearoa NZ, showcasing the steps they’re taking on their journey to make it easier for Kiwis to live more sustainably.
The first campaign in the sustainability platform launched last September and saw huge shifts in the perception of the brand, which has demonstrated a commitment to taking responsibility for its impact on the environment.
The Warehouse was the first major New Zealand retailer to go carbon neutral in 2019 and recently took out top spot in a Colmar Brunton survey as the retailer consumers spontaneously identified as taking sustainability leadership.
There are now around 9,000 products on its shelves, each carrying at least one sustainable feature, like certified sustainable materials or packaging with reduced plastic and improved recyclability and reusability. More than half of these products are less than $20.
For 17 years The Warehouse has had an ethical sourcing programme in place to monitor its supply factories and ensure the people who help to make its products are cared for. The retailer is also a member of global sustainability programmes such as The Better Cotton Initiative (BCI), the world’s largest cotton sustainability programme, and Forest Stewardship Council (FSC) a non-profit organisation that promotes the responsible management of the world’s forests.
This year’s campaign focuses on these achievements, highlighting some of the key areas where The Warehouse has made great progress in making its products more sustainable and affordable for Kiwis.
The film follows a Warehouse staff member as she makes her way through the store, watching as products come to life on the shelves and an aisle is transformed into a forest.
Says Gary Steele, executive creative director, DDB Aotearoa: “Sustainability is an increasingly important focus for Kiwis so it’s great to be able to create a campaign that shows the real, tangible progress The Warehouse has made since we launched the Sustainable & Affordable platform last year.
“Sustainable & Affordable is a bold statement, and our latest campaign shows how The Warehouse is on a journey to live up to that.”
Jonathan Waecker, chief customer officer at The Warehouse says the company recognises the important role it has in encouraging, enabling, and supporting consumers to make more sustainable choices: “We believe that the decision to live sustainably shouldn’t have to cost more and by making sustainability accessible we have an opportunity to influence change.
“Of course, we recognise that there is still much more work to be done, but we are committed to becoming the most sustainable company in New Zealand and each small improvement takes us closer to achieving that goal. We’re proud to share the progress we’re making across the entire business with Aotearoa.”
The Warehouse campaign launched on 6 September with a 30” and 15” film, and is integrated across TV, digital and social.
In celebration of Māori language week this month and to continue The Warehouse’s commitment to communities throughout New Zealand, the new Sustainable & Affordable campaign has also been translated into Te Reo.
Client: The Warehouse Group
Chief Customer Officer – Jonathan Waecker
Tribe Lead, Customer Strategy – Andrew Stein
Chapter Lead, Marketing – Rachel Hitchcock
Chapter Lead, Creative Services – Troy Rawhiti-Connell
Chapter Member, Interactive Production – Rob Linkhorn
Agency: DDB Aotearoa
Executive Creative Director – Gary Steele
Senior Copywriter – Danny Brown
Senior Art Director – Ben Davidson
Group Business Director – Annabel Rees
Business Coordinator – Phebe Murison
TV Producer – Tabitha Parke-Gailey
Production company – Flying Fish
Director – Jason Bock
Executive Producer – Samantha Attenborough
Managing Director & Executive Producer – James Moore
Post Production – MANDY FX
Offline Editor – Alex O’Shaughnessy
Colourist – Tatic Prusnik
VFX – Leon Woods
Sound Engineer – Craig Matuschka
Music Composer – Pete Van Der Fluit
Media Agency: OMG