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Griffin’s captures a day in the life of New Zealand
Griffin’s has launched a new campaign: a series of 24 micro-documentaries capturing 24 hours of life across Aotearoa – one story for every hour of the day, told one biscuit at a time.
Titled ‘Life needs a biscuit’, the series offers an intimate, unfiltered portrait of the country – told through the quiet, often overlooked moments that make up everyday life.
Created in collaboration with Motion Sickness, The Tuesday Club and acclaimed documentary filmmaker Florian Habicht, the campaign steps away from traditional advertising formats in favour of something more observational and human.
Small, honest slices of life
Each film sits somewhere between documentary and vignette – small, honest slices of life that together build a wider cultural picture.
From morning dips to night shifts, the series maps the rhythm of a single day through the pauses people take for themselves.
Celebrate the everyday
“What struck me most was the openness of people,” says director Florian Habicht. “There’s a rawness to these stories – people doing it tough, people finding joy where they can. These are small moments, but they carry a lot of meaning.”
Rather than positioning the brand as the hero, the campaign presents Griffin’s in the background of everyday moments that feel recognisably, authentically New Zealand.
“We wanted to celebrate the everyday,” says Griffin’s marketing director Allison Yorston. “The moments that don’t make it onto social media. Smoke breaks, late nights with friends, first dates, a phone call with family – that’s where real life happens.”
A reflection of who we are
The insight came from conversations with New Zealanders who expressed a growing desire to slow down and reconnect, despite the increasing pace of modern life.
“What really came through is that the simplest things are often the most valuable,” says Yorston. “Time with others. A moment to pause. Being present. Griffin’s has always been part of those small rituals – and this series reflects that.
“We’re incredibly proud of the series,” she adds. “It’s a reflection of who we are as a country – you might even recognise someone. That’s the beauty of it.”
Life really does need a biscuit
Motion Sickness executive creative director Sam Stuchbury says: “Making one good ad is usually pretty hard. So, when we decided to make 24 films that are technically ads, we probably should’ve known it might nearly break us.
“But Allison and the team have been incredible collaborators. I’m not sure this body of work would’ve been possible with many other teams. We’re very proud of the films.
“Life really does need a biscuit right now, and it will in the future too, this brand platform is here for the long run,” Stuchbury adds. “I can’t wait for New Zealand to fall in love with New Zealand again, and to continue its love affair with Griffin’s.”
The micro-docos will be released on lifeneedsabiscuit.com with the films set to roll out across TV, social and streaming over the coming year.
Credits
- Client: Griffin’s
- Creative agency: Motion Sickness and The Tuesday Club
- Production company: Motion Sickness
- Media agency: PHD
- Featured talent: The Rātana Brass Band, Renee, Rufus, Maeve, Oluwatosin, Joy, Georgia, Isabelle, Bonnie, Steven, Tim, Sheila, The Foundry Boxing Gym, Teresa, Joann, Kerikeri Rugby Football Club, The Law Family, Leni and Cindy, Chris, Faiva, Teuke, Uelese, Hazel, Carmen, Iris, The Red Beach Singing Group, Tyler, Craig, Oska, Michael, John and Olive.
