The Work 2024 Contenders: Stanley St.

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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 Stanley St’s Top 3…

The Work 2024 Contenders: Stanley St.

Citizens Advice Bureau: Advice Auctions
Stanley St.
Citizens Advice Bureau (CAB) is Aotearoa’s free legal advice and assistance service, available to any and all New Zealanders. But while the service is free, it’s also incredibly valuable to those who need to use it. So to show the true value of their expertise, CAB auctioned it for real on TradeMe.

Each auction featured a broken, everyday item – and hand-painted onto these items was the type of advice that CAB gives out for each situation, from unlivable living arrangements to consumer goods laws. The eye-watering prices these items were listed for, was the actual value of advice provided by CAB for that category in the previous month.

The listings also offered CAB’s expertise, available to everyone via Trade Me’s “ask the seller” Q&A section under each listing. Here, one of their volunteers answered any legal questions Kiwis had.

KFC: Finger Kickin’ Good
Stanley St.
To leverage their Super Rugby sponsorship, KFC created a campaign that allowed everyday Kiwis to kick it like the pros. The “Finger Kickin’ Good” mobile game allowed fans to take a photo wherever they were, and then virtually place Super Rugby goalposts anywhere in their picture before taking their kick.

Fans who got creative with their kicks stood a chance to win epic prizes, and all goals scored were entered into a draw for a grand final prize. There was also a LIVE game feature during select Super Rugby games, earning players a triple-entry into the grand prize draw with every goal.

TV ads helped get the word out to the wider community, while situational out-of-home encouraged fans to get out their phones and take a punt there and then. By the end of the campaign, the KFC rugby ball had been kicked the equivalent of 52 million metres—enough to circle the world and then some.

The Work 2024 Contenders: Stanley St.

ITM: We Speak Builder
Stanley St.
It’s hard yakka out there for Builders. Material supply, costs, paperwork, staffing shortages and demanding Clients – they have a lot on their plates. This campaign showed builders that ITM has their backs, and that partnering with a supplier that ‘gets them’ has never been more critical to their success, saving them precious time and therefore money.

With typical tongue-in-cheek tradie humour, this campaign proved that ITM speaks their language with the line ‘We speak builder.’ Dramatising how well ITM know and in many cases foresee their clients’ needs, this campaign demonstrated that nobody understands builders better than they do.


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