The Work 2023 Contenders: EightyOne
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
Womens Refuge: Safe-night-a-thon
EightyOne
The Safe-Night-a-thon was a one-of-a-kind fundraising event that helped more than 12,000 women and children escape family violence. Working with some of our favourite celebrities, we offered Kiwis the opportunity to win 11 money-can’t-buy experiences in return for donations. Mini-golf with Dr Ashley Bloomfield, a private concert from the NZSO, and a deep clean of your house by Hilary Barry and Jeremy Wells were just a few of the experiences up for grabs.
Womens Refuge: Safe Nights
EightyOne
With family violence increasing, we needed to convince more people to reach into their wallets for Women’s Refuge. Our solution was simple, but transformative. Instead of simply asking New Zealanders to give money, we asked them to ‘Gift a Safe Night’ by booking a room on behalf of women in need. This change has re-framed Women’s Refuge in the eyes of the public; from victim support to an accommodation provider helping people escape to safety.
WellingtonNZ: Only in Wellington – Pigeon Tales
EightyOne
To grow as a city, Wellington needed to attract more talented people to live there. But convincing ambitious New Zealanders that Wellington was the city for them needed an equally ambitious execution. So instead of a traditional marketing campaign, we found 10 local success stories, and immortalised them as 10 unique bronze pigeons. Scattered throughout the city, the pigeons celebrated the local places and moments that helped shape their successes.
Powershop: Powershop. It’s a power shop.
EightyOne
In a category where most consumers feel powerless, even exploited by their power companies, we wanted to show that Powershop gives you back control. With the help of our iconic pink personification of power, we showed the one-of-a-kind experience of being a Powershop customer. Set inside a surreal interpretation of the classic corner store, we introduced a new brand world, full of unique characters who each had their own power-purchasing quirks. It was a place where the customer is king. Free to choose when and how to buy the power they need, putting themselves more in charge of their energy consumption.
New Zealand Rugby: Like a Black Fern
EightyOne
Ahead of a momentous home World Cup we ensured the whole of Aotearoa got behind the Black Ferns with an inspiring rallying call. Like A Black Fern began life as a series of films, posters and digital ads but quickly spread as a shared social media mantra. It found its way to t-shirts, hand-made stadium signs and helped a nation back the Ferns to World Cup glory.
L’affare Coffee Roasters: Embrace the Unknown
EightyOne
Traditional sampling campaigns might work for washing powder, or muesli bars… but not a stimulating coffee range. So for L’affare’s Amp’d Fruit and Sweet Velvet launch we knew we had to match the ingenuity of the roasters with our execution. A cryptically unbranded campaign began a journey into the unknown, which culminated in a mind expanding real life experience of each product. We brought WTF for the FMCG world and achieved a stand out launch.
BCITO: Tricky Chat
EightyOne
This is the story about a father and his son. And how they changed the nation’s perception of the building industry. To position the trades as a clever career choice for young Kiwis, we needed to target the parents of school leavers and tackle the prejudices they had. The campaign followed Michael, an aspiring tradie, and his accountant father who struggled to accept his son’s career choice. Using humour, we reflected the outdated views of parents back at them, while at the same time highlighting the various benefits of a career in the trades.
The final deadline for Campaign Brief’s The Work 2023 is Monday May 15. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.