Each year, StopPress asks a group of talented professionals in the local industry for their reflections on the year that was. Brought to you by NZME, this year we speak to individuals who made their mark on 2022 and brought us truely impactful work.
After a hugely successful year at Motion Sickness including winning NZ Creative Agency Of The Year metal, Sam Stuchbury, Executive Creative Director at Motion Sickness, offers insight on the best work and the biggest lessons of 2022.
2022 summed up in three words…
Yea not bad.
A personal achievement I’m most proud of in 2022…
Exercising pretty much every day.
More than 10 years at Motion Sickness has taught me…
Good things take time.
Most common phrase at the office…
‘Need access to deck.’
How did this year’s events change the way you approach your work?
I don’t think it’s changed too much. Clever ideas that get attention tend to win, no matter what the year throws up.
Who did great things creative-wise in 2022?
MSCHF did some pretty interesting things this year, they used to make ads for people, now they make ‘stuff’ that are kinda ads but kinda not. Worth a look.
What were the biggest lessons brands learned in 2022?
- Don’t be boring, avoid the norm.
- Treat people like people, not ‘archetypes’.
- Don’t try to please everyone.
- Being ‘authentic’ is table stakes, not a strategy.
- Make ads that people want to talk about.
- Don’t read the Campaign Brief comment section. Can I say that on Stoppress? Let’s see.
Worst ad of 2022…
Any ads like this…
Biggest mistake marketers will make in 2023…
Being 100 percent relevant but being 100 percent boring.
You’ve done some potentially life-saving work this year with Fire and Emergency NZ’s ‘You’re Cooked’ campaign. What kept you motivated in 2022?
We feel pretty lucky to have received a bunch of really interesting briefs from interesting clients, including Fire & Emergency. When you are getting good briefs, and working with a great team, it’s not hard to stay motivated.
You’re Cooked was a beast of a project and something we feel is pretty unique in the field of advertising. Seeing that fly in the first week of launch was pretty motivating. It’s still snowballing, and I can’t wait to see the positive effect it has on kiwi. More to come next year…
A person who inspired me the most this year was…
*prepares to roll eyes* My partner (life partner and business) Hilary.
In 2023 I want to perfect the art of…
Celebrate the wins more and stew on the losses less.
Quick fire 10
Most memorable local campaign: TVNZ+ TVCs – It was nice to watch some nicely made TV with good direction.
Favourite international campaign:
All the Liquid Death work. They ripped up the rule book for an FMCG brand and satirized earnest marketing. It connected and worked, look at their valuation.
BrewDogs ‘proud anti-sponsor’ of the World Cup.
The PALACE GUCCI work was interesting, total nonsense, but interesting.
Campaign I wish I worked on: B&Q flip by Uncommon London. To see the process of that production would have been cool to experience.
Best news of 2022: That I was becoming an uncle.
Biggest flop of 2022: NFT’s
Top artist on Spotify Wrapped: Marvin Gaye.
Best part of being back in the office: Work mates.
A 2022 trend I’m looking forward to leaving behind: People asking about if you are back in the office.
Furthest place travelled in 2022: Tasmania.
Best book I read in 2022: A Voyage For Madmen.
