Steinlager and DDB release epic new campaign

Created by DDB Aotearoa, Steinlager’s new 90” spot has launched and champions Kiwi resourcefulness and spirit. 

Directed by celebrated Kiwi filmmaker Lee Tamabori, Peace Flotilla follows the 1995 Peace Flotilla members who sailed to Mururoa atoll to protest French nuclear testing in the Pacific. 

The fleet caused such an international stir that the French never tested in the Pacific again. 

Geoff Kidd, Senior Brand Manager for Steinlager, says it’s a great example of New Zealand’s character. 

“In collaboration with the exceptional strategists at DDB Aotearoa, we landed on New Zealand’s finest as a way of capturing both the essence of the brand and the feeling we want to champion for Kiwis.” 

DDB Aotearoa and Australia regional chief creative officer, Damon Stapleton, says Steinlager gave them an ambitious brief: uniting New Zealand in pride. 

“We had to ask ourselves some pretty big questions like what does it mean to be Kiwi and in this increasingly fractured time how do you find and celebrate a moment we can all be proud of?”

Stapleton says the team were drawn to the idea of an independent streak that runs through the heart of Kiwis.

“There’s a reason why we chose the track we did [‘Go your own way’]. If you ask Kiwis to pinpoint the moments we’re most proud of, they often crystalise as these moments of defiance, often on the world stage. New Zealand’s finest are people who take a stand – a voice of defiance from the edge of the world.”

To capture the story authentically, the team consulted with Dan Salmon and Marty Taylor, who joined a Peace Flotilla crew and set sail aboard the Chimera – unknowingly becoming part of our history. 

Peace Flotilla has launched via TVC, print, OOH, social, digital and PR.

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