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.”
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.
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.”
Creative agency: Daylight Creative
Head of marketing: Elisa Rivera
The Spinoff creative director: Toby Morris