L&P breaks free from the herd in first campaign by DDB

L&P has always been an irreverent voice among New Zealand brands, and this legacy has now been continued under new agency DDB. 

In its first major campaign since picking up the account in September last year, the agency has served up a new brand positioning that celebrates the brand being ‘refreshingly different. 

Starring a pair of rule-breaking sheep who break free from the herd for a wild day of binge eating, video games and getting weird haircuts.    

“L&P is one of those incredible brands and products that is a part of the cultural fabric of New Zealand,” says DDB Executive Creative Director, Shane Bradnick. “This was a fun brief to work on. As a nation Kiwis have never been ones to follow the herd, and the enduring popularity of a local drink as unique as L&P is testament to this.”

The cheekiness of the spot is certainly on-brand for the soft drink that given viewers the ‘Stubbies’, ‘Pool Bombs’ and ‘Nothing Much’ spots over the years.  

As L&P head of marketing Leigh Moss says: “L&P has always stood out from the rest, and this new brand film embodies this. It perfectly demonstrates the New Zealand spirit and gives a flavour of how Kiwis can be refreshingly different – just like L&P.”


Client credits: L&P
GM Strategy & Brand: Wendy Rayner
Head of Marketing and Design: Leigh Moss
Marketing Manager: Angela Broad

Agency credits: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie
Creative Director: Nicole Sykes
Copywriter: Kirin Strickland
Art Director: Borja Iciz
Lead Business Partner: Nikki McKelvie
Senior Business Director: Crystal Clark
Business Manager: Bella Macdonald
Planning Director: Lucinda Sherborne
Executive Producer: Judy Thompson
Agency Producer: Nikita Kearsley

Production Company: Robbers Dog
Director: Adam Stevens
Executive Producer: Mark Foster

Post Production Company: Blockhead
DOP: Andrew Stroud
Editor: Jabez Olsen
Soundtrack/composer/Music: Cam Ballantyne – Beatworms
Media: Ikon Communications
Client Service Director: Chantelle Hurndell
Strategy Director: Victoria Parsons
Communications Manager: Alex Barry
Communications Co-ordinator: Georgia Styles
Social & Programmatic Director: Nick Henderson

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