The Spinoff launches debut brand campaign ‘Aotearoa Published Daily’ via Daylight Creative
![The Spinoff launches debut brand campaign ‘Aotearoa Published Daily’ via Daylight Creative](https://asset-cdn.campaignbrief.com/wp-content/uploads/sites/4/2022/02/14115826/SPN_PR_BrandCampaign.jpg)
Today The Spinoff launches “Aotearoa Published Daily” – the first brand campaign in its seven-year history.
Moving on from its affectionate reputation as “the mid-shelf red wine of New Zealand journalism”, this new direction marks a significant levelling up in the sophistication of The Spinoff’s offering.
Says Madeleine Chapman, editor, The Spinoff: “Aotearoa Published Daily speaks to the vibrantly different way we operate as a 21st century media company, from our dedicated te ao Māori coverage and live reports from the Beehive, to our slower, more in-depth publication cycle. It’s great to finally have a guiding star that encapsulates our work.”
![The Spinoff launches debut brand campaign ‘Aotearoa Published Daily’ via Daylight Creative](https://asset-cdn.campaignbrief.com/wp-content/uploads/sites/4/2022/02/14115828/SPN_PR_BrandCampaign8.jpg)
Designed to champion the amazing content The Spinoff puts out daily, the campaign covers everything from documentary series to podcasts and editorial.
Says Charlie Godinet, creative director, Daylight: “The Spinoff has some of the most enticing headlines in the business, and this idea allows its stories and unique perspectives to speak for themselves.”
The campaign follows a beautiful overhaul of the site last November, spearheaded by The Spinoff group creative director Toby Morris and developed by Studio Akin and Translate Digital. This marked a fresh step forward for the site and the complete suite of content it produces.
![The Spinoff launches debut brand campaign ‘Aotearoa Published Daily’ via Daylight Creative](https://asset-cdn.campaignbrief.com/wp-content/uploads/sites/4/2022/02/14115829/SPN_PR_BrandCampaign6.jpg)
Says Morris: “Our whole new look and feel is a total gravitation towards colour and personality, and a radical notion that not every image has to be square and not every colour has to be complementary. A huge part of what makes The Spinoff unique is contrast – this mix of high and low culture, of being able to be serious while not taking things seriously – so it’s great to be able to capture that mix in our design approach.”
![The Spinoff launches debut brand campaign ‘Aotearoa Published Daily’ via Daylight Creative](https://asset-cdn.campaignbrief.com/wp-content/uploads/sites/4/2022/02/14115832/SPN_PR_BrandCampaign3.jpg)
Creative agency: Daylight Creative
Head of marketing: Elisa Rivera
The Spinoff creative director: Toby Morris
2 Comments
Funny that the first billboard is the opposite of their style of journalism these days. No challenging Govt or politics anymore – sad to see from where they started 🙁
The Spinoff is just bloody great. Stoked to see them on a billboard to get the web traffic they deserve. I don’t think they shy away from their political challenging at all – not while the old political editor is also doing the daily updates.