Simon Barnett makes triumphant return to More FM in new campaign via MediaWorks’ Passionfruit

January 21 2025, 1:24 pm | BY Ricki Green | No Comments

One of New Zealand’s leading music stations More FM has kicked off 2025 with the highly anticipated return of beloved broadcaster Simon Barnett, a refreshed brand identity, and an exciting new logo and campaign. The campaign was developed by MediaWorks’ in-house creative agency Passionfruit.

 

Yesterday, Barnett kicked off his morning with a 4.30am alarm, marking his return to More FM. He joined friend and co-host Lana Searle and the Breakfast Club for what promises to be an exciting year of great music, fun conversations, and unforgettable moments.

After stepping away from the More FM mic for over five years, Barnett’s return was teased with a fun and quirky summer campaign, showcasing Barnett as a wild, untamed figure—a nod to his time away before returning home to More FM.

The “Simon Barnett’s Back for More” campaign brings to life the energy, fun, and personality that Barnett and More FM have always been known for.

The new logo, a centerpiece of the campaign, will be showcased across all touchpoints — from billboards and buses to social to brand vehicles and beyond — bringing a fresh, modern look that reflects More FM’s industry leadership. It’s a design that connects with listeners while reinforcing the station’s contemporary edge.

Says Alex Kenny, creative director at Passionfruit: “Passionfruit was thrilled to collaborate on this exciting project for Simon’s return. His comeback prompted us to dive deeper into the essence of the More FM brand and how it could better reflect its identity in 2025. The result is a refreshed look that aligns with the station’s evolution and captures the vibrant personalities behind the music. It’s a premium, approachable aesthetic with long-term appeal in an ever-changing media landscape.”

The rebranding, created by MediaWorks’ in-house creative studio Passionfruit, was supported by a creative partnership with Eyes and Ears, who produced the TVC.

MediaWorks x Passionfruit:
Creative Director: Alex Kenny
Art Director: Brad Baird
Creative Strategist: Alastair Barran
Senior Designer: Anton Herbert
Graphic Designers: Sam Curtis and Aisha Johan
Sound Engineer: Grant Brodie
Senior Marketing Manager: Rachel Mancini
Insights Lead: Cate Owen
Digital / Social Lead: Mel Low

Production Company: Eyes & Ears
Director: Calvin Sang
Senior Producer: Paige Taniora
Production Assist: Jhan Arslan
DOP: Will Prosor
1st AC: Sofi Issak
Gaffer: Kyle Van Tonder
Lighting Assist: Krishna Mistry
Sound Recordist: Joey Siasoco
Art Director: Richard Cooke
Hair and Makeup: Asrita Singh
Safety Manager: Eva Fulco
Location Manager: Drew Stanton
Wardrobe: Jules Armishaw
Unit: Josh Key
Photographer: Mark Leedom