Campaign Brief Creative Circle: What’s hot in November?
Each month, Campaign Brief invites top creatives from across Aotearoa to spotlight one standout piece of local work created outside their own agency. It’s a space for celebrating the fresh thinking, craft and homegrown creativity that continues to raise the bar across the industry.
November 2025’s edition features Freddie Coltart, DDB Group Aotearoa; Melina Fiolitakis, Motion Sickness; Mike Felix, dentsu Aotearoa and Rhiana Merota, Special.
Freddie Coltart, DDB Group Aotearoa – KidsCan ‘Boy Walking’
For me, as a big Dominion Road fan, I have to go with the KidsCan Boy Walking. The stars really aligned on this one. The fact that there was already a giant boy walking sculpture on such a busy road was just perfect. If he had already been wearing a jacket, the idea wouldn’t have worked. If it had been a walking man instead, again, no good. Everything lined up exactly right, which, as we all know in this industry, rarely happens.
I also love that the jacket carried the KidsCan logo in such a natural, unobtrusive way. Too often with work like this, you need to look for a nearby billboard or scan a QR code for the idea to make sense. But here, you just look at the boy and you get it. Simple, clever, and executed well. Nice one, Droga5.
Client: KidsCan, Creative Agency: Droga5 ANZ, part of Accenture Song, Media Agency: OMD, Production Company: The Supreme Group, Production Company: The Post Office
Melina Fiolitakis, Motion Sickness – X by Long White ‘Sugar Liquidation Sale’
I saw this on a billboard on the way to work. It grabbed my attention, even though the billboard beside it was trying really hard to steal the limelight offering Turkish hair transplants. I googled it and was rewarded with a delightfully unhinged website full of cRaZy design choices (especially love the cursor). The video is giving Lily from Big Save meets Jeff Goldblum selling sofa beds in Portlandia. The sound quality is so bad it’s inspiring. ‘Liquidate responsibly’ – genius. The creative leap has been leapt, the joke has been leaned into, the message is clear. I have no idea who Gary is, but I can confidently say that Long White’s new RTD is sugar-free. I can also confidently say some people had a lot of fun making this. Now I’m having fun talking about it. Nice work Droga5.
Client: Asahi Beverages NZ Limited; Creative Agency: Droga5 ANZ, part of Accenture Song
Mike Felix, dentsu Aotearoa – KidsCan ‘Boy Walking’
We were driving down Dominion, near our house, when my wife looks out the window at the giant boy sculpture in the park. “Look, the boy is wearing a coat!” The girls in the back strain in their car seats to see. “Kidscan,” she adds as she reads the message, “That’s smart.” “Look, he’s got different shoes on,” my daughter says, very familiar with the sculpture in the park she often plays in. “They’re school shoes” I say, realising the deeper meaning and then add. “Take a photo.” Kirsty scrambles to take a photo. (The photo here) then says, “Did you know some kids only go to school on ’shoe days’ because the family has to share a pair of shoes?”
Client: KidsCan, Creative Agency: Droga5 ANZ, part of Accenture Song, Media Agency: OMD, Production Company: The Supreme Group, Production Company: The Post Office
Rhiana Merota, Special – Spark ‘Split’
In a world of short attention spans there’s something good to be said for a piece of film that gets attention from a bunch of young adults who are in the middle of watching a sports game.
Imagine my surprise as I sit in the lounge with them, and Spark’s ‘It’s Better With Spark – Split’ plays.
But instead of reaching for the remote to skip… they leaned in, hummed along to the track and questioned how the car split in half.
We stopped and watched it in full.
It’s proof that a unique piece of creative storytelling is effective at stopping eyeballs from scrolling.
Love watching every time it comes on. Nice one.
Client: Spark New Zealand, Creative Agency: Colenso BBDO, Director: Damien Shatford, Production Company: The Sweetshop
View previous Creative Circles below:
CREATIVE CIRCLE OCTOBER 2025
CREATIVE CIRCLE SEPTEMBER 2025
CREATIVE CIRCLE AUGUST 2025
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