The next chapter in Spark’s ‘Little can be Huge’ campaign looks at qualities that Kiwi business are equipped with, as companies search for a little edge that’ll take their business further.
Last year saw Vogel’s roll out its first TV campaign in a decade, and it was worth the wait. ‘What do you bring to the table’ sparked discussion, inspired parodies, challenged stereotypes, attracted millions of views and has now also been acknowledged as our campaign of the year. Shine’s head of client services, Tim Ellis, gives us some insight on how it all came together.
Genesis has delved into the future of energy in its first campaign via Shine that looks at how customers will have control of its use and the potential to make money off it.
A teacher who taught in a war zone, an environmental activist who put her body in harm’s way and an unlikely speaker of Te Reo come together in a heartwarming spot that serves to showcase that being a New Zealander has less to do with the way we look and far more to do with who we are.
Shine has added an energy client to its ledger with the win of the Genesis Energy account.
In 2015, Shine and Hyundai earned the ignominy of winning New Zealand’s worst ad of the year, with a spot widely condemned for being too overbearing. But the brand and the agency have bounced back this year, claiming Fair Go’s Ad of the Year Award—and, quite remarkably, they’ve done it with virtually the same ad so widely abhorred last year. So how does an ad go from being the worst to the best in the course of year?
Following its highly debated ‘Big Tony’ TVC, Spark has rolled out round two of its new brand campaign, via Shine and Colenso BBDO, which continues the focus on emotive story telling by creating micro-moments with its offerings.
The way the word ‘digital’ is thrown about in the media industry suggests it’s a platform still in its early days. And while many brands are still coming to terms with digital capabilities, Stuff is celebrating its 16th birthday. In that time the news provider has built up a monthly audience of two million New Zealanders. Now, coinciding with its birthday, it is putting the focus on the audience, with a refreshed version of its ‘Go Full Spectrum’ campaign via Shine, to remind audiences what it does for them.
It’s no secret Spark is on a mission to transform its business and as part of that it’s transforming its agency model, with Shine confirmed as a key strategic partner and, as widely expected, Clemenger Group rounding out its previous wins after Colenso BBDO was appointed as its above-the-line brand agency.
When we asked Spark back in September if its creative account was up for pitch, a spokesperson said no, but said a group of agencies was working on a brand project and they were asked to come back with ideas on a specific problem. But it’s thought that pitch process was much bigger than a project, and Shine appears to be the first to benefit from it.
Assignment Group has won the creative account for premium dairy brand Kapiti, following a competitive pitch thought to have involved several agencies.
Whether it’s the objectification of women (and, to a lesser degree, men) or the representation of male dunces incapable of doing the simplest of tasks, much has been written about the role of gender stereotypes in advertising. And now NZ Pork’s latest campaign, which aims to get men back into the kitchen, cook some pig and give their ‘missuses’ a break, has earned the ire of some for taking things back to the ’50s.
After a host of senior management changes and a fair bit of hunkering down on the marketing front, Fairfax seems to have got its ducks in a row and regained some confidence and is once again promoting its products and capabilities. And its latest effort is a new trade campaign that aims to switch the focus from volume metrics to its ability to target different groups across its print and online assets.
Aside from one small and entertaining Cupertino Effect-related glitch and some criticism of the Thanks reward scheme, most would agree the Spark rebrand went extremely smoothly given how big it was. And it’s continuing its quest for the hearts and minds of younger Aucklanders—and keeping with the trend towards creating experiences rather than just running ads—with the launch of Spark Lab, a new innovation and ideas workshop in Britomart.
Kiwi agencies have once again pulled in a decent haul of silverware on the international awards circuit, with the latest tally of gongs coming from the prestigious Clio Awards. And although the New Zealand contingent missed out on picking up a Grand Clio, NZTA’s ‘Mistakes’ campaign picked up two golds. The first of these awards went to Clemenger BBDO in the film category, while the second was awarded to Finch in the film technique category. PLUS: see which other agencies picked up awards. Updated with Clio Healthcare results.
After a competitive pitch, Lion has decided to shift its digital business away from its agency of over seven years, Digital Arts Network, and hand it to Young & Shand, with its pitch partner Tailor taking care of .net web development.
Humans typically go to great lengths to avoid advertising. But every once in a while it’s so good that it … gets stolen. And Beck’s Playable Posters, which were created by Shine and launched to promote the beer brand’s sponsorship of NZ Music Month, were apparently “disappearing like sausage rolls at a birthday party”.
Once again, the latest readership and circulation figures didn’t make for particularly good reading for any of the major newspaper publishers, but online portals are still a shining light, at least in terms of audience numbers, so Fairfax is aiming to shine more light upon stuff.co.nz with a new campaign via Shine and Open that shows how it gives its audience the full spectrum.
Humans can’t seem to resist pushing buttons. And Beck’s and Shine’s Playable Posters, created as part of the brand’s sponsorship of NZ Music Month, tapped into that with a great example of old and new coming together to create some interactivity in the real world. And it’s just released a clip showing some of the reactions and remixes.
On 9 May, about three weeks after the finalists were first announced, the One Show awards were handed out, and the results were somewhat underwhelming for the Kiwi agencies originally shortlisted. Of the 18 awards that the Kiwi contingent could’ve won, only four resulted in silverware, with Clemenger BBDO, Colenso BBDO/Proximity and Shine picking up gongs.