Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…
dentsu NZ: Managed Isolation Vodka
Dentsu New Zealand has created Managed Isolation: 22 doses of the finest vodka crafted in accordance with Ministry of Health moderate drinking recommendations to help clients, friends, and anyone who needs a drink while stuck at home, self-isolate responsibly. Accompanying each bottle is a Managed Isolation Guide complete with 10 days of specially selected activities and cocktail recipes to ensure maximum sanity and minimal boredom. These include instruction on how to make imaginary friends and create spiritual connections with the dead, as well as help to communicate with the outside world via digital billboards.
Talbot Forest: Nothing goes together like talk & cheese
When we gather around a cheeseboard with a couple of wines, the stage is set for some great conversation. But given it’s always presented at the awkward beginning of an occasion, sometimes the chat needs a push in the right, or even better, wrong direction. ‘Nothing goes together like talk & cheese’, embraces the different sides of conversations happening around New Zealand cheeseboards every day through a uber-topical out of home campaign that utilizes Dentsu’s D4 technology. As cultural moments and news stories formed and broke, provocative opinions appeared on billboards across the country, earning eyeballs and sparking debate.
Christmas… it’s lovely…. But it can all be a bit nice. Socks are traditionally considered the crappest Christmas present so, to disrupt sap-and-cheese-filled-yule-tide newsfeeds, Jetstar created JetSocks – The $15 pair of socks that are actually a $50 Jetstar voucher. An epic present to trick those you love and care about into temporarily thinking you don’t love and care about them.
Watties: Heinz Ketchup Remover
Heinz Ketchup. Delicious on pies, chips, heck almost everything, apart from your clothes. Leaning into this negative, our Tik-Tok followers were invited to help us create Heinz Ketchup Remover, a stain remover designed specifically for rich, thick and tasty Heinz Ketchup stains, with a $5k cash prize and a lifetime’s supply of Heinz Ketchup up for grabs for the winning formula.
Rangitikei: We make it good. You make it great.
MasterChef and lockdown have inspired home chefs. When shopping for chicken, more and more consumers are choosing free range, and rightly so, but after the ethical box is ticked, there’s very little loyalty to free-range brands themselves. With that in mind, Rangitikei Free Range Chicken set about connecting with its consumer through a rather distinctive campaign in the category, positioning Rangitikei as the perfect starting protein for epic dishes, whether that’s a flamegrilled BBQ butterflied chicken, or a damn tasty sandwich.
The deadline for Campaign Brief’s The Work 2022 is Monday May 2. 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 email@example.com.