Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Storm Day, head of account service at Special Group, had to say.
1. Favourite local campaign that isn’t yours
‘Belted Survivors’ – NZ Transport Agency
This was visually confronting work and so good to see it take out a gold Effie.
2. Favourite campaign that is yours
Undoubtedly, the 100% Pure New Zealand ‘Good Morning World’ campaign. It brings to life the humble, welcoming nature of fellow Kiwi’s as they say good morning to the world every single day for a year. What better way to welcome the world here.
3. Favourite international campaign
I love the ode to the vagina ad for Bodyform – ‘Viva La Vulva’. It’s an out of the ‘box’ idea combined with beautiful art direction and a frickin’ cool music track.
And while we’re on a feminism roll, Nike’s ‘Dream Crazier’ is also a favourite. I have two daughters and this is the message I want them to hear loud and clear.
Débuting at this year’s Oscar’s and starring and narrated by the legendary Serena Williams, it encourages women in sports to fight back against gender bias and unfair stereotyping.
4. Least favourite campaign
Coca Cola – ‘Together is Beautiful’. This is purpose-led marketing gone mad.
5. Your own biggest success
Joining the Special team and having the opportunity to work with such a talented bunch of kind-hearted, smart colleagues and clients. Also pretty stoked to partner with Tourism New Zealand and play a part in our country brand and its message to the world.
6. Most significant launch/innovation/thing of the year
- The Tesla Cybertruck. It’s almost comical.
- Doc & Marty would be proud. #Backtothefuture
7. What should be un-invented?
Slime. Every parent’s worst carpet nightmare.
8. Lamest trend
The chair challenge – why? And who cares!
9. Best brands
Allbirds, Apple, bassike, Whittaker’s
10. Best stoush
Greta vs. Trump.
And not sure you can call it a stoush exactly but All Blacks vs England.
11. Heroes
David Attenborough and everyone who has stopped using single-use plastics.
12. Villains
Easy – Trump!
13. What died in 2019?
Trust in social media.
14. What’s the biggest mistake marketers will make in 2020?
More ‘short-termism’ and not investing in proven long term brand building. Idea platforms should evolve and improve with time, but it requires commitment from marketers and their agencies.
As a colleague of mine always loves to quote – ‘Ideas wear in, not out.’
15. If there were no laws for 24 hours, what would you do?
Legal stuff. #goody2shoes
