The Work 2024 Contenders: True

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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 True’s Top 3…

Clayton Hops: Amplifire Product Launch
Clayton Hops, New Zealand’s largest hop grower, has set its sights on the future with a new range of advanced hop products designed to cater to the brewing industry’s growing interest in sustainable products and flavour innovations.

We developed a brand name and identity for the range, inspired by the product truth: Amplifire takes all the smash-hit flavour notes from New Zealand’s most popular hops, and dials up the flavour volume to help brewers create Noisier Brews.

Auckland Thoroughbred Racing (Governing entity of Ellerslie Events): Ellerslie Events Brand & Digital Refresh
Ellerslie Events needed a comprehensive overhaul of their brand architecture, design, and digital touchpoints to boost their reputation as Auckland’s best events experience.

We conducted extensive research within the industry to gain valuable customer insights, which informed a new strategic positioning and brand architecture for our design approach.

This Ellerslie Events project was part of a broader update of the entire Auckland Thoroughbred Racing brand that we were working on at the same time. We established a new unified font approach to connect all the brands in the ATR stable, including the Ellerslie Events wordmark, and introduced a serif font for Ellerslie Events headlines to lend an added edge of sophistication.

The result is a flexible and user-friendly design system that translates elegantly into the digital space, with improved UI/UX to deliver a seamless customer experience – all in the name of helping people celebrate all together, their way.

STIHL Shop: Battery, Battery, Battery
STIHL lagged behind their competitors in promoting awareness of their extensive battery range, which complemented their renowned line up of petrol tools. To address this challenge head-on, we crafted an attention-grabbing song that put STIHL’s battery tools in the limelight. This catchy tune served as an earworm, ensuring that the word “battery” became permanently linked with STIHL tools in consumers’ minds. Over the span of six months, the campaign successfully bolstered battery awareness by 6%, paving the way for a remarkable 7% increase in sales compared to the previous year.


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