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Goodbye Goldstein, hello triplets, cutlets and co-creation

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Youtube Video

Youtube Video

Youtube Video

Not surprisingly, there’s been no shortage of opinions on Droga5’s massive new ASB campaign/rebrand, which went live over the weekend. And we’re giving you even more chances to judge, with the first two TVCs ‘Chance’ and ‘Mint Sauce’, a few press ads/posters that were created by three upcoming Kiwi artists and some online executions.

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The teaser will be playing this week, but, unusually, ASB and Droga5 have decided to release the ads by Flying Fish director Gregor Nicholas online before they go to air. All the stories will eventually be housed at The Hub on creatingfutures.co.nz, and there will also be some interlinking of the stories as they’re released in the new year.

Charl Laubscher

Lauren Marriott

Walter Hansen

As for the press ads, Droga5 sees the process as another example of co-creation, with all three artists (Walter Hansen, Lauren Marriott and Charl Laubscher) given the same script and each of them coming up with these typographic tricks.

And the new brand voice continues to speak online.

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