Hats off to Super Rugby, ANZ and Air New Zealand.
Marketing, advertising & media intelligence
A leopard, sumo wrestler and DJ: Super Rugby bursts onto the screen alongside Parris Goebel and Shaaanxo
New Zealand's Super Rugby players are putting their moves off the field to the test in an epic '#SuperBoomBoom' campaign, via Sugar & Partners, that sees international choreographer Parris Goebel and her crew shake it with vlogger Shaaanxo.
Hubbards has gone over the top for its latest campaign, releasing two hidden camera style videos that terrify and excite unsuspecting victims.
From the page to the screen and everywhere inbetween: how magazines are morphing into many-tentacled consumer brands
When people look back on the great heatpump wars of the noughties and 2010s/teenies/tenties/tenners, they will presumably think of rugby players on walls, cricket players cracking dad jokes on couches or slightly sinister bald men. Daikin farewelled Dan Carter as an ambassador earlier this year but attempted to maintain the humour in its follow up effort. But now it has switched its approach and, in a new Australasian brand campaign via Sugar & Partners and Robber's Dog, is focusing on emotions rather than technology.
Outdoor/indoor flow: billboard battles lead to social chatter after NZ Rugby and Sugar & Partners stoke regional coals
For the latest season of MKR NZ, TVNZ played the regional card pretty hard in an effort to drum up some parochial support for the contenders. And it seems to be a successful strategy, because Sugar & Partners, Carat and NZ Rugby are claiming victory after its outdoor and social media campaign got the punters talking about the ITM Cup.
The best outdoor and print ads are simple, visually arresting and try to create a smile in the mind. And natural health company Red Seal has managed to do just that with a campaign that illustrates its product-development philosophy of combining scientific research and naturopathic knowledge.
The average lifespan of a company on the S&P 500 has decreased from 67 years in the 1920s to 15 years today, and technology is the main reason for that change. Not surprisingly, the big consulting firms have been helping companies deal with this for a while now, but PwC has officially launched its new digital consulting arm, PwC Digital, in New Zealand and it went with a couple of indies—Sugar & Partners and MBM—to help do it.
News from ASB, NZME, MediaWorks, Sugar & Partners, Datalicious, Yahoo New Zealand, CanTeen, Bite and NZ Women's Weekly.
As the industry continues to fragment, agencies are forced into adapting their approaches to ensure that clients' demands are still met. And while they don't always have the massive holding-company budgets at their disposal, indy agencies have the nimbleness to react quickly to change and redefine their role. And Sugar & Partners creative and digital director Dave Nash sees this as a major advantage at a time when more and more clients are asking for integrated advertising executions.
FMG, Tourism Fiji, Daikin and Cuca have the luck of the Irish this week.
Sugar & Partners has been named as the Blues lead strategic and creative agency after a competitive pitch, with the long-time incumbent Big deciding not to participate in the review.
Right in time for the gambling rush that annually coincides with the Melbourne Cup, TAB has launched a new campaign via Sugar & Partners that features a group of friends seated on a flying rollercoaster. And while this might sound like an aptly terrifying metaphor to accompany the ups and downs of gambling, the characters depicted in the 45-second ad seem to enjoy the trackless journey through the sky.
Honda has a reputation for making great ads, with the likes of Cog and, more recently, Hands, ranked among the best automotive spots ever made. Honda New Zealand's new ad to promote the Jazz probably wouldn't be placed in that category, but at least it's injected a bit of local colour into the brand with its 'It's Jazz As' campaign. PLUS: A newish agency, staff changes and a big sponsorship.
This week the ad world trains its eyes on Cannes. But last week the slightly less serious, fun-poking, offence-causing members of the ad world trained their eyes on The Chip Shop Awards, "adland's most notorious awards ceremony", in London. And Sugar&Partners took out the top gong for a press ad for Refuge London that played on the Nigella Lawson/Charles Saatchi domestic abuse scandal.