The Generosity Journal: Corey Chalmers

  • Generosity Journal
  • August 15, 2014
  • Corey Chalmers
The Generosity Journal: Corey Chalmers

As part of our series dedicated to celebrating good work and inspiring a bit more generosity, Corey Chalmers, Saatchi & Saatchi's recently appointed co-executive creative director, big ups the marketing campaign behind What We Do in the Shadows. 

My favourite thing lately has been the publicity campaign for TaikaWaititi and Jemaine Clement’s film What We Do In The Shadows, which was orchestrated by Anna Dean

Apart from the obvious teasers and trailers, there was a poster design competition on Facebook and brilliant movie posters, the #deliciousneckshashtag, the 'Vellington' sign hijack, the Vampire’s Guide to Wellington in cahoots with Wellington Tourism, the Tuatara Beer 'Delicious Neck' batch brew, Viago turning up with the Hurricanes, TradeMe art auction initiatives (with waived success fees), and the actors/directors even turning up in character for premieres and a multitude of selfies that spread the word through simply making a bit more effort (even in Transylvania!). All this to push a great movie worth promoting while using the social platforms to even help fund its distribution costs.

It’s experiential, PR, social, content, real-time, conversation-starting or whatever the latest cool buzzword is right now, and it’s indeed a great way to connect to characters through social media channels. But really it’s just a great example of doing good stuff that people want to watch, enjoy and maybe share. It’s truly infectious, in the purest sense of the word 'viral'. 

Sure, there’s nothing particularly revolutionary in this campaign. But in an industry that is at times obsessed with revolution, it is a wonderful reminder that simple, quality ideas will always travel no matter what the channel, and content works best when it’s truly valuable, interesting and well-produced.

  • The One Percent Collective is all about a lot of people giving a little to make it easier for its selected charities (and charities in general). It could be, for example, donating one percent of your total income, one percent of the door takings from an event or one percent commission on a month's sales. But it doesn't necessarily have to be financial. It's also looking for people to donate time, expertise and awareness to the cause, so check out some of the ways individuals, artists and businesses can help here
  • If you want to contribute to The Generosity Journal, or have any suggestions about others who might be keen, email us at 

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Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

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