The Generosity Journal: Nick Worthington

As part of our series dedicated to celebrating good work and inspiring a bit more generosity, Nick Worthington, Colenso BBDO’s creative chairman, gives some props to two great campaigns and one burgeoning brand.  

Photo: Alisa Connan​

Before I start extolling the virtues of a rival’s work I thought I’d take a moment to congratulate StopPress on this initiative. I hope it will be moderated to ensure only positive and constructive criticism follows and contributors like myself don’t get publicly vilified. Guess we’ll have to wait and see.

As my mum used to say: “If you haven’t got anything nice to say, don’t say anything at all.” Condemned by silence. The blog not worthy of comment says it all. So here goes. 

In the spirit of generosity I’ve chosen three.

First is Blazed, the anti-drug driving road safety ad for NZTA by Clemenger BBDO Wellington.

Yes, they are part of our network, but like distant, competitive brothers there is no love lost between us when it comes to the work.

I have to concede that this really is an exceptional piece.

I have never seen it in paid media but have watched it countless times.

I have been shown it by friends and family and we have all enjoyed it immensely.

It’s brilliantly made and makes its point brilliantly.

It doesn’t preach or condemn, it doesn’t dwell on the sometimes gruesome results of driving stoned.

It’s supremely confident and appears to never deviate from its chosen path to appease a nervous client, planner or creative.

It’s pure. Uncompromising. Brave.

Three of the rarest things in advertising, but the very three things that almost always lead to success.

My hat is off to everyone involved.

You have, quite possibly, made the world a better place.

I wish that each day I could say the same.

Second up is Karma Cola, by All Good Organics.

It’s a brand that intrigues me. I have no idea what volume they do or what threat, if any, they may pose to Coca Cola or Pepsi, but they seem to be popping up in conversation.

This is less to do with advertising and more to do with the branding and packaging, which I love [and was done by Special Group].

The brand story is getting through quietly, not that I’m a big cola drinker, but I’m intrigued.

The advertisers in this instance have been my son and local café owners.

It’s a brand that’s creating a point of difference for itself.

The uplift you get isn’t just from refreshment and the unique ingredients, but from its ethics and the work it does in making the world a more equitable place.

Something other soft drink manufacturers are wrestling with around the globe.

Lastly, there’s the new Steinlager Pure ad by DDB.

It’s a terrific piece of film.

Again, I haven’t seen it on TV or in the cinema, just on YouTube after a few people asked me if I’d seen it.

It will be epic on the big screen I am sure.

A premium piece of film for a premium positioned beer.

It’s etched an indelible image on my retina, a hole in the bottom of the ocean, that beckons.

  • 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 [email protected] 

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