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Export Ultra leads NZ with the most Cannes nominations
Export Ultra leads New Zealand with the most shortlists at this year’s Cannes Lions, earning six nominations across PR, Media, and Audio for its Cold Call Back Service campaign.
The six categories at Cannes 2025 include:
- PR: Innovative Use of Influencer/Creators, Use of Humour
- Media: Use of Humour, Local Brand, Use of Audio Platforms
- Audio: Use of Audio & Radio as a Medium
Launched over the peak of Kiwi summer, the campaign tackled the issue of beers exploding in the freezer. Export Ultra introduced a clever and iconic solution, fronted by rapper Vanilla Ice.
The service was simple: pop your beer in the freezer, text ‘ICE ICE’ to 423, and 34 minutes later, receive a call from the rap icon himself, reminding you to ‘check yourself before your beers wreck themselves’.
The campaign struck a chord with consumers, generating 234,000 interactions with the service and driving a 38% year-on-year increase in Export Ultra volume sales during the campaign period.
A testament to the whole team
DB Breweries marketing director Fraser Shrimpton says, “This campaign was born from a real Kiwi insight and brought to life in a bold, humorous way.
“To have it recognised on the global stage and to receive the highest number of shortlists for a New Zealand brand is a testament to the creativity, craft and collaboration behind it.”
Special New Zealand led the strategy, creative ideation and production with support from RSA Films’ directing duo Peter Martin and Heckler Sydney. It also spearheaded earned communications with targeted media relations and influencer activity.
Dentsu Aotearoa led the campaign’s media strategy and execution across channels including online, OOH, digital audio, radio, television and social.
Meanwhile, Raydar was responsible for bringing the campaign through the line with in-store and trade promotions across key retail partners.
The shortlists mark a significant achievement for Export Ultra but also for the wider creative and media industry in Aotearoa, showcasing the power of local insight, cultural relevance and world-class execution.
