When it comes to selling cars, there’s no substitute for getting bums on seats and letting potential customers get a whiff of that new car smell. And Hyundai and Shine have put a few different bums on the seats of its Accent model, including that of a truck driver, in an effort to inspire other Kiwis to take it for a hoon themselves. Plus: Hyundai’s rise through the reputational ranks.
Browsing: Shine
Last year, Beck’s and Shine created the playable Edison bottle—and they were nominated for a One Show pencil in the Intellectual Property and Products category for their trouble. And, to celebrate NZ Music Month and the Lion brand’s sponsorship of it, they’ve taken that idea one step further with what they’re calling “the world’s first Playable Posters”.
Only a few weeks after suffering dual account losses, DDB seems to have turned things around and it looks as though the agency will be ending the year on a high. In addition to recently returning to the driver’s seat by winning the BMW/Mini account, DDB has been announced as New Zealand’s leading creative agency for 2013 at the annual Campaign Asia Agency of the Year Awards. PLUS: there are rumours that the agency will be toasting with a Speight’s in-hand at the end of the year.
Five good’uns this week, with ukuleles, emoticons, family time, song rash and Rotorua making the cut.
Shine and client Hyundai’s hunch that Kiwis don’t have enough time to spend with their families proved true when it teamed with production company Exposure to video interview hundreds of us. Now it’s brought those dreams of how we’d spend more time with our loved ones to the ‘Family Time’ campaign.
It certainly hasn’t been the best of times for Fonterra over the past few weeks, but it can put a small tick in the plus column after the ad to promote its Milk for Schools programme was named the winner of the June round of Colmar Brunton’s Ad Impact Award.
After a competitive pitch, it’s thought Shine has won the Goodman Fielder dairy business, which means it has said goodbye to Fonterra.
We wrote about Beck’s and Shine’s Edison-inspired beer bottle last week. And now there’s a making-of video created by magazine/media company Vice that shows the whole, very involved process.
Hello there Toyota’s vehicular version of The Hangover, Mercury Energy’s new toy and GE Money’s one-word campaign.
GE Capital, the mothership for brands such as GE Money, Gem Visa, Custom Fleet, Equipment Finance, Pacific Premium Funding and Distribution Finance, reportedly had a changing of the marketing guard late last year and, after a brief dalliance with Y&R, moved in permanently with Shine. And the pair have launched the first major piece of work after that relationship was cemented in the form of a campaign for GE Money’s personal loans that focuses on one word: really.
There’s been plenty of chat about craft beer recently, with the ‘craft beer you can actually drink’ campaign for Lion’s new Crafty Beggars range—and what some see as its duplicitous brand wank—ruffling a few feathers. Lion-owned Mac’s also sits in the ‘popular craft’ category and it’s also aiming to firm up its association with the term through its Craft Collective promotion.
Air New Zealand’s hairyplane, AA Insurance’s tribute to the wonders of its industry and Speight’s New York knocking get the goodness.
The Southern Man has been a feature of Speight’s advertising—and a prominent feature of Kiwi pop culture—for many years, so any major change to the much-loved advertising figure is obviously fraught with danger. But times have changed. And, while New Zealand might not have too many skyscrapers, the new Speight’s campaign aims to show that we’ve got our priorities right.
Whittaker’s foreign correspondent, Bay Audiology’s moments of joy, Prince Nikolai Stroganov III, NZ Police and VW’s take on the importance of being young at heart earn TVC honours.
While some could probably think of nothing better than a bit of silence, having to do without your favourite sounds forever is a different kettle of fish. So, to show what role sound plays in people’s lives, Bay Audiology, Shine and Exposure’s Kevin Denholm have taken a charming—and very Kiwi—look at how customers can keep ‘hearing the things you love hearing’.
Auckland indie agency Shine doesn’t really play the show-offy PR game like many of its contemporaries and tends to focus on doing good work for some pretty big clients like Fonterra, Speight’s and Hyundai. And it’s thought it has added another two scalps to that list, taking House of Travel off Saatchi & Saatchi and GE Capital off Y&R.
Shine’s Julian Andrews goes free range, APN announces its new Herald line-up, DDB welcomes back a prodigal duo, Admission admits many, TradeMe seeks out Vivaki, DraftFCB activates a rising star, Komli launches its mobile ad network, Ngage gets its FIX and Steve Price spruiks Panasonic’s smart TVs.
The biggest name in New Zealand rugby signs up with the biggest name in New Zealand milk, Wellington PR agency Ideas Shop gets into politics, Shine welcomes an experienced campaigner to the roster, The New Zealand Herald names its travel editor, Portfolio adds a digital recruitment specialist, fledgling magazine Homestyle fills a new position, Newstalk ZB is nominated for a prestigious international radio award, and super yacht guru Neville Crichton is honoured by his peers.
When it comes to challenger brands in the financial space, the ‘watch out for those big greedy, sneaky banks’ theme is a fairly common one. Kiwibank has been on that buzz since ages ago, NZCU launched its get your bank off your back campaign last year and now RaboDirect and Shine have taken a similar approach with the ‘Greedy Banks’ campaign.
Cover illustration by David Dawn
We all like to squeeze in a bit of reading over the holidays. And we’ve got just the thing: a freshly minted copy of NZ Marketing magazine. For your summer reading pleasure, we’ve compiled our extremely definitive end of year list complete with the best campaigns, the epic fails, the captivating stoushes, the most-loved things, the mergers, the departures, the ship jumpers and anything else we could squeeze in. There’s also a rare glimpse into the under-the-radar success of indie agency Shine and the rather interesting results of our Salary Survey, which was conducted by The Research Agency, filled in by more than 500 people and showed a definite desire for movement in 2012. You can read the mag the quaint, old-fashioned way by buying it at the shop or subscribing here. But because you marcomms folk are so tech-savvy, you can also download an electronic version of the magazine to your device for just $6 by heading to the Zinio site (digital subscriptions for six issues are also available for $25).
If the results of the 2011 Pentawards are anything to go by, Kiwis seem to have it wrapped when it comes to creating effective and innovative packaging design in the designer food side of things.
If men had their way, chips and dip would probably have its own segment on the food pyramid. And now, following on from the very successful launch of Mammoth Supply Co. yogurt, ice-cream and iced coffee ranges last year, Fonterra and Shine have referenced that manly desire with a very funny new ad for its new range of peri-peri, Kiwi onion, nacho cheese and spare rib dips that makes fun of nerds and nibbles and once again features the husky cowboy tones of Sam Elliot.
When they’re not opening bars in Britomart, the good folk at Shine Ltd are getting themselves a bit of a reputation as one of the country’s hottest indie ad/design shops. In addition to its stellar work for Fonterra’s Mammoth and Lion’s Mac’s, it’s recently won Speight’s, Freeview and Stuff.co.nz. And where there are account wins, there are generally new staff to work on them. Enter Julian Andrews, a highly awarded and experienced creative boffin from the UK who’s just been appointed as the Auckland agency’s deputy creative director.
Just as we celebrate birthday milestones by perusing through old and embarrassing photos of ourselves, Mac’s Brewery is likewise harking back to the past as it gets set to celebrate its 30th birthday in November with a touch of 80s.
Take a radio fashioned out of pavlova, some interactive nappy packaging, a 21st birthday party invite, mix it with a giant rubber duck and a home brewing system and what do you get? A snapshot of Kiwi creativity by way of the finalist entries for this year’s Best Awards, thanks to the folks at The Designer’s Institute of New Zealand.
Last time we talked to the Fairfaxians about the situation with their creative agency (Josh &Jamie won the account a while back, took it with them to Assignment Group when they were bought out and then launched the Find Out More campaign), we came away slightly confused. But the confusion is over, because Stuff.co.nz has appointed hot-to-trot indie Shine.
Who’s it for: Speight’s by Shine and Curious Film.
Why we like it: Inept, high-maintenance and presumably well-moisturised city-slickers head to the hills for some toughening up. And who better to whip them into shape and enhance their gradually decreasing manliness than a strong, silent, Speight …
Who’s it for: Mammoth Supply Co by Shine and Robber’s Dog
Why we like it: How could you not like an ad that’s got that old cowboy dude from the Big Lebowski doing the voice over (apparently he never does ads)? Or an …
Everyone loves passing judgment on new TVCs. Almost as much as they seem to love passing judgment on new logos. So here’s a massive selection of the newest/best Kiwi commercials we’ve seen recently, including the continuation of Wilson’s journey and some nice work for National Bank, Purina One, Jim Beam, Apex rentals and Kapiti ice cream.
Who’s it for: ASB by TBWA\Tequila and Paul Middleditch
Why we like it: Ira Goldstein has been a feature of New Zealand’s advertising landscape for about 10 years. And this is his final swansong for ASB. So let us bow our heads and give thanks …