Who’s it for: Headfirst
Why we like it: On the field, New Zealand’s rugby stars are seen as strong characters who are immune to mental illness. However, this clip and the wider Headfirst work breaks that stereotype down, showing the players we cheer for are just like us and they’re here to help. Last week, Jono Pryor received huge praise for his mention of mental illness at the end of Jono and Ben and we hope this spot generates the same kind of buzz.
Who’s it for: Pedigree by Colenso BBDO
Why we like it: University has just started and those who graduated last year are heading off on OEs or entering the work force, leaving many parents childless. Pedigree wants to make the most of that by filling these empty nests with rescue dogs. The campaign may joke about how parents should replace their kids with a canine, but underneath there’s a serious message about rehoming the thousands of dogs that have been rescued from abuse and neglect.
Who’s it for: G-Shock New Zealand by James Polhill and Fish & Clips
Why we like it: New Zealand rugby fans might think they know Julian Savea, but this spot goes behind the scenes of a rugby game to see what motivates him to do his best. By getting up close and personal with him, it shows the hard work involved in reaching the top. The story it tells is a great example of how a campaign can engage the audience before revealing the brand and product.