The Work 2024 Contenders: Special PR

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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 Special PR’s Top 3…

Tourism New Zealand: The Beautiful Game
Special PR
How could the smaller co-host of the 2023 FIFA Women’s World Cup generate global attention when they were outshouted by larger host neighbour, and the marketing spend of some of the biggest brands in the world?

By doing something very, very quiet.

Building a full-sized FIFA pitch in the middle of absolutely nowhere and playing the first game of the World Cup a month before the tournament kicked off.

No crowds, no celebrities, no lights…just the beautiful game, in the most beautiful place on earth.

The quiet approach generated a huge amount of PR noise – over 700 pieces of coverage worldwide, with a 2.5 billion global reach with a $20million earned PR value.

KFC: Boneless Collection
Special PR
Renowned New Zealand jewellery designer Nick Von K dropped a new set of bone-inspired necklaces – called the ‘Boneless Collection’.

Fashionistas and social media went crazy for them. But where did the bones come from?

Nick Von K used the missing bones from KFC Hot & Crispy Boneless as inspiration, turning scraps into silver for an 11-piece set of necklaces – one for each of KFC’s 11 secret herbs and spices.

It was a collection that ruled the roost, marking KFC’s most impactful serve ever, with a reach of more than 4.1 million – and pushing sales 59% above forecast.

KFC: KFC Gravy Train
Special PR
Whilst New Zealanders love their rugby, that love doesn’t extend to taking public transport to the rugby games. In fact, “a third would rather watch their team lose than take public transport to the game.”

So what could long-time rugby sponsor KFC do to help change that?

What about commandeering an entire 155 tonne train, running from Britomart to Eden Park (home of the Auckland Blues Super Rugby team), and turning it into KFC’s first ever locomotive service?

Alllllll aboard the KFC Gravy Train! “Public transport never tasted so good”.


The deadline for Campaign Brief’s The Work 2024 is Monday May 13. 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