New Zealand’s fairest telco 2degrees gives babies bonuses in new campaign via TBWA\NZ


Kiwi telecommunications company 2degrees with TBWA\NZ, is celebrating the next generation of the company following its merger with Vocus NZ in a truly novel way – by giving baby bonuses to the next generation of Kiwis born on 1 June 2022.


The initiative aims to give some New Zealand families a head start in creating their own fairer future, a gesture that aligns beautifully with 2degrees’ purpose of Fighting for Fair.

2degrees welcomed the merger on 1st June with a heart-warming campaign, starring a group of babies in custom made mini business suits representing the future of New Zealand. As they battle with phones, calculators and keyboards, we learn that the next generation of 2degrees is pledging to be the fairest yet, by supporting this next generation of Kiwis. Committed to helping their families start building a fairer future, the telco will put its money where its mouth is, granting all babies born on 1st June a share in 222,000 NZD.

Says Mark Callander, chief executive, 2degrees: “2degrees is here to support the next generation of Kiwis as we continue with our Fight for Fair. What better way to celebrate our commitment to a fairer future for all New Zealanders, than by giving a bonus to those Kiwis who share this milestone day with us.

“We’re so excited to see which corners of New Zealand our June 1 babies come from and to give those families a helping hand or perhaps the start of a nest egg for the future. Either way, we see this as the start of our super-charged mission. With more people and greater scale, 2degrees is better equipped to Fight for Fair on behalf of our customers and New Zealand.”

Says Shane Bradnick, chief creative officer, TBWA\NZ: “The coming together of two of New Zealand’s fairest telcos means a much fairer future for NZ telco customers, not that babies born on 1st June will care too much about that. They’re just keen to collect their bonuses which will help set them up for a bigger, brighter, fairer future. This gesture from 2degrees shows an ongoing commitment to keep Fighting for Fair, for the next generation of New Zealanders.”

The campaign made the most of TBWA\NZ’s FROM NOWHERE offering: a fully remote agency team working from across the globe on New Zealand clients. FROM NOWHERE’s creative partners, Ashley Wilding and Daniel Davison, took on the brief from their base in London, working on the project from end-to-end. Dialling in remotely for the shoot, the team chose babies to be the stars of the initiative in order to drive home the ‘next generation’ aspect of the merger – as well as to bring a smile to all viewers’ faces.

The new 2degrees campaign is rolling out across TV, OOH and social.

Those families with babies who are born on 1st June 2022, can apply for their baby bonus online at

Client: 2degrees
Agencies: TBWA\NZ, From Nowhere with TBWA\NZ
Media Agency: OMD
PR: Acumen
2degrees Acting General Manager, Marketing: Dave Pearce
2degrees Brand Managers: Haley Featonby, Felicity Wyatt
Production Company: Revolver
Directing Collective: The Glue Society
Director: Pete Baker
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Cathy Rechichi
Director of Photography: Geoffrey Simpson
Art Director: Sam Hobbs
Wardrobe: Eliza Godman
Casting: Citizen Jane Casting
Post Production Company: The Glue Society Studios
Post Producer: Scott Stirling
Editor: Gabriella Muir
Grade: Andy Clarkson
Online: Viv Baker
Photography: Derek Henderson
Sound: Factory Studios
Music: Boney M | Daddy Cool