Unfinished business: Speight’s and DDB say ‘We Will’ once again

All good things come in threes, which is why Speight’s is calling on Kiwis to finish their unfinished projects for the third time round. And this time, there’s the added incentive of a custom-made bar up for grabs.

Continuing its ‘We Will’ campaign by DDB for the third year running, Speight’s are giving away three bar set-ups worth $15,000 for Kiwis to complete their ‘unfinished’ spaces. The competition asks entrants to upload a panoramic photo of where they’d build their Speight’s bar, asking participants for “real ingenuity” in their entries.

To whet people’s appetites, Speight’s posted a 360-degree video on its Facebook page showing off the bar’s most attractive features, including personalised glassware, a bar fridge and a tap serving up the appropriate alcoholic beverage.

But in a similar vein to the first two instalments of its ‘We Will’ campaign, the bar remains unfinished, meaning all entrants will need a group of mates on call to lend a helping hand.

The first instalment saw Speight’s give out ten free flatpacks for Kiwis to build their own backyard sheds. The second instalment called on those with lingering projects by giving away three $10,000 ‘Well earned weekends’ ($10,000 worth of travel vouchers) as well as hundreds of Mitre 10 gift cards.

According to Speight’s, 65 percent of New Zealanders have helped out a mate in need by assisting them in knocking off an unfinished project. And in a Buzz Online survey from last year, 80 percent of respondents said they had an unfinished project, with Wellingtonians (87 percent) and Cantabrians (86 percent) the most prevalent.

“Speight’s ‘We Will’ is now in its third year. We’ve tackled sheds, we’ve tackled unfinished projects, so we are pumped to help tackle the unfinished spaces of Speight’s drinkers and give them an awesome place in their own home, to enjoy a Speight’s with their mates,” says Speight’s category director of beer Ben Wheeler.

“Speight’s is the beer for people who get things done and the third year of ‘We Will’ just builds on that. We have been amazed at how many people have jumped on the bandwagon or nominated a mate in need over the years.”

To support the campaign’s extensive digital, outdoor, social and point of sale activity, Speight’s is also running its TVCs from last year which encouraged Kiwis to “stop sitting on the fence you haven’t built yet” and finish those unfinished projects. 


Client: Speight’s
Craig Baldie: Marketing Director
Ben Wheeler: Category Director Beer
Jane Dempsey: Marketing Manager, Mainstream Beer
Geoff Kidd: Brand Manager
Genevieve Brown: Assistant Brand Manager
Chris Snow: Brand Activation & Speight’s Centre Manager

Creative Agency: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Ben Pegler
Creatives: Tom Cunliffe, Zac Lancaster
Executive Producer: Judy Thompson
TV Producer: Kate Moses
Lead Business Partner: Scott Wallace
Senior Business Director: Jenny Travers
Business Manager: Michael Doolan
Executive Planning Director: Lucinda Sherborne
Print Producer: Andy Robilliard
Retoucher: Gordon Moir

Public Relations: The PR Shop
Account Director: Pippa Lekner
Senior Account Manager: Sam Allen
Account Manager: Lauren Frost

Digital Agency: Young & Shand
Creative Director: Tim Wood
Creatives: Jack Wadham, Skyler Bongers
Designer Director: Geoff Joe
Designer: Ryan Overeem
DOP: Alex McVinne
Motion Designer: Will Brown
Developers: Andrew McCullum, Jeremy Prowse
Production Company: Reframed Media
Digital Producer: Haden Postlewaight
TV Producer: Caroline Wells
Senior Strategist – Jesse Kelly
Senior Account Managers: Nicola Stallard, Henry Smith
Account Executive: Libby Houghton

Media: Zenith
Paul Ruscoe – Business Manager
Stephen Larsen – Media Planner

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