The Work 2024 Contenders: Thinkerbell NZ

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Thinkerbell New Zealand’s Top 3…

Blunt Umbrellas: Blunt – Engineering Joy
Blunt – the brand that reinvented the umbrella, delivers confidence and joy through technical innovation. So, we engineered an ad to do the same. Shooting a highly choreographed dance routine in a single shot, we placed the product at the heart of 60 seconds of pure entertainment.

Panhead Custom Ales / LION NZ: Slay to Pay
Panhead Custom Ales is a craft beer brand on a mission to liberate people from their suppressed lives. So, to help people break out of the humdrum we created Slay to Pay – an interactive guitar amp that turns guitar playing skills into beer buying currency.

To judge performances, Slay to Pay uses custom code and AI-assisted audio fingerprinting. A win triggers the release of the ultimate reward – an ice cold Panhead beer.

The Rolling Stone Awards was the perfect place to launch, with Award-winning NZ artists lining up for a crack at the machine. The Slay to Pay Tour followed, serving up rockstar moments to Panhead fans at local bars.

The Work 2024 Contenders: Thinkerbell NZ The Work 2024 Contenders: Thinkerbell NZ The Work 2024 Contenders: Thinkerbell NZ

Lion – Hyoketsu: Japan’s #1 RTD Seeks NZ’s #1 Hand
Hyoketsu was #1 RTD in Japan. And virtually unknown in New Zealand. With its delicious flavour, Hyoketsu knew Kiwis would love the RTD — if they could get them to try it… So Hyoketsu came up with a trialling idea that gave them a taste of #1 fame and literally got the can in their hand(s).

For a salary of 1,000,000 yen, Hyoketsu invited New Zealanders to audition to become their official hand model. Integrated across social, OOH, video, in store and sampling activations, within three hours of launch, the idea generated over 30K organic views and featured on national news as hopefuls began putting their best hand forward.


The deadline for Campaign Brief’s The Work 2024 is Friday May 3. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email