The Warehouse’s Nigel the Nutcracker takes over the streets of Aotearoa

In a world first, OMG New Zealand has teamed up with all large format out of home media suppliers to produce an exclusive one-hour takeover of all large format digital billboards across the country.

This morning between 7:30am and 8:30am all 486 large format digital billboards nationwide were taken over by Nigel the Nutcracker; the lovable central character from The Warehouse’s Christmas campaign.

This creative use of media is not only a first in New Zealand, but a world first media execution!

Sparked with an idea from OMG’s Planning Hub team, 13 media partners have come together to collaborate on this partnership – Mediaworks, Lumo, JCDecaux, Shout, GoMedia, Shout, ONet, Bekon, Globox, Vast, MAD, Splat, and Whistle & Ride.

Tom Anderson, Planning Lead on The Warehouse at OMG New Zealand says, “this special execution wouldn’t have been possible without the support of all our partners, and a client who was willing to lean in and try something new.”

“Not only are we proud to be part of this world first media execution, but also through our latest campaign featuring Nigel the Nutcracker, showing Kiwis that no matter your budget, The Warehouse is here to make your Christmas wishes come true”, says Cayden Crombie, Marketing Chapter Member at The Warehouse Group.

OMG NZ has teamed up with 13 large format OOH media suppliers to produce an exclusive one-hour takeover of all large format digital billboards.


OMG New Zealand
Tom Anderson: Planning Lead
Suzanne Breslin: Head of Planning
Keri Thomas: Business Director
Thomas Reaney: Associate Business Director

The Warehouse Group
Chief Customer and Sales Officer: Jonathan Waecker
Chapter Area Lead Marketing, Digital & eCommerce: Bonnie Bradley
Chapter Member Marketing: Cayden Crombie
Chapter Member Marketing: Minna Reinikkala
Chapter Lead Marketing: Rachel Hitchcock
Chapter Member Creative Services: Gemma Simpson
Chapter Member Creative Services: Nicki Hardie

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