Insight Young love is the BEST. It’s full of juicy, hot and heavy feelings. But those amazing feelings can turn into something else. The mist of love can cloud controlling behaviour; actions that in isolation appear loving, but when they become a pattern, are anything but.
Idea ‘Love Creep’ is a new piece of language that describes how love can turn into a pattern of control. Lovecreep.nz simulates it; validating those who feel controlled, waking users up to their emotional abuse (knowingly or not), and giving family and friends a way to broach the subject.
Lovecreep.nz uses real life examples to educate people on how to spot controlling behaviours. It also enables them to create their own patterns of control, based on what they may have experienced, seen or used. These edits are being shared anonymously across TikTok, showing up in young people’s feeds and prompting them to reflect on their own relationships
Making living while dying better, one review at a time
Dying Reviews is a live, ongoing, world-first system that encourages dying people to rate the society they live in.
Hospice NZ’s challenge was to rebrand dying from something that happens in a distant room, to other people, to something that is constantly happening all around us, and will happen to all of us – an integral part of our human journey that deserves investment, empathy and attention.
Instead of rattling buckets and relying on pity, Dying Reviews puts the power into the hands of the dying, allowing them to call out the good, the bad and the ugly in how they’re treated in day-to-day life. Organisations and businesses will now have the inside knowledge to better design for this phase, and the possibility of being called out if they don’t.
The results and data from Dying Reviews will be released yearly, with the first results expected towards the end of the year.
All in a sick day’s work: heroing a different kind of workday
BACKGROUND: ‘Presenteeism.’ It’s the cultural pressure that forces many of us to head to work when we’re sick. Even though we’re less productive, and more likely to pass the sickness on.
This social pressure keeps people feeling too guilty or disempowered to take a sick day. And it’s something Te Whatu Ora and Te Aka Whai Ora are setting out to change.
IDEA: Let Your Body Go to Work introduces a new way to think about sickness. Empowering today’s workforce with the insight that resting up and getting better can sometimes be the most productive workday of all. Planting the seed that staying home isn’t a cop out – even though you’re stationary, your body’s still working incredibly hard to heal.
Real combinations found in deceased drivers. Designed for experts to unpack the harm.
PROBLEM 79% of NZ drivers who die in drug-related crashes have more than one substance in their system. Prescription medication is often one of them. Because they’re usually consumed hours apart, the combined side effects are dangerously deceptive. Drivers may not feel impaired, but they are.
SOLUTION Introducing the Mixed Medication range, common combinations found in deceased drivers. Each product was designed for experts to unpack the harm, unsettling road users across the country.
RESULTS The range gained attention from medical professionals, drivers on medication and Police. Mixed Driving has now been established as a new state of impairment, building public support for the introduction of roadside testing of 20 legal drugs in 2023.
Empathising with the broken hearted
Love Better via Ministry of Social Development, is a primary prevention programme helping young people navigate sex and relationships in order to reduce harm now and into the future. ‘The Broken Heartline’ is a dedicated break-ups helpline, designed to help young people reach out when they’re hurting most.
To promote it, we created five unique broken hearts – each expressing the most common emotions experienced during a break up. Intercepting and supporting them before they do harm.
Helping young peeps coping with break-ups
Summer isn’t all fun and festivals. For many young people, it’s break-up season. Love Better supports 16-24 year olds if things get tricky in love – offering peer-led advice to young people, who often feel overwhelmed by emotions during a break-up. We partnered with NZ poet Dominic Hoey to explore the four most commonly felt emotions young people experience after a split, which we know can lead-on to harmful behaviour. From anger to jealousy, loneliness to sadness, across the radio waves we encouraged young people to ‘own the feels’, lean into their vulnerability, and get through, without turning their hurt into harm of themselves or others.
Using Snapchat’s AR to remind guys that playing with their balls is fun
PROBLEM: Testicular cancer is the most common cancer among young men aged 18-39. The good news is, if you find lumps early, it’s almost always curable. Trouble is, self-check rates are low.
IDEA: So we reminded guys of a truth they already know – it’s fun to play with balls. The Fondle Filter is a Snapchat AR lens that turns any ball-shaped object into testicles, encouraging guys to play with their own. By intentionally removing the weight of the issue, the Fondle Filter uses unexpected design and humour to engage in a fresh way. Now guys can turn any ball shape into a handful of fun – which could turn out to be a lifesaver.
RESULTS:
3.2M plays on Snapchat
6.4M balls checked
100K shares
1.4M impressions
Minimal effort. Maximum results.
PROBLEM To launch Lazy Yak Pale Ale, we needed to giveaway a few cases of the beer online.
SOLUTION So, to live up to our name we created The Laziest Competition Ever: Do Whatever You Want To Enter.
RESULTS 14 times more effective than competitors.
Keeping Aussies up for the Ashes with piping hot pots of the big cold beer.
PROBLEM Nothing goes together like cricket and VB. But when the haloed Ashes Series are played in England, Aussies have to watch in the early hours of the morning. Not the best time for Australia’s big cold beer.
SOLUTION To ensure Aussies could still toast their team with their favourite brew, we created VB Tea. A warm brew of breakfast tea made from VB hops (tastier than English Breakfast).
VB Tea sold out in under 40mins, that’s right, people paid for our promo. To top it off, beer sales across the country boomed.
Proving that bonds run deep in the Navy, Army and Air Force
BACKGROUND: Post pandemic, now more than ever, young people are searching for connections. RUN DEEP is a fresh creative platform designed to show the tight bonds forged by extraordinary experiences in the Navy, Army and Air Force.
IDEA: To prove it, we kicked things off with CODEWORDS. Unexpected words that unlock the deepest of mateships in the NZDF.
CODEWORDS appear in cinema, as thumb-stopping social teasers and on OOH across the country – scanning or tapping each CODEWORD instantly unlocks the full story on the website.
In all, 15 CODEWORDS uncover 15 crazy deep bonds between mates. The campaign steps away from traditional recruitment advertising and focuses on our audiences’ need for authentic connection – giving them a new and refreshing perspective on what it means to be in the NZDF.
Results:
Highest ever Tik Tok engagement for a government campaign:
1,300% above benchmark
CTR: 9.11%
Registrations: +66%
Web conversion rate: +99%
Average time on site for engaged viewers: 7.5mins
Making The Tin Can And Its Contents Valuable Again.
PROBLEM The Shepparton Preserving Company is the last Australian cannery using home-grown produce. But Australians no longer value the quality of preserved fruit. A tin can is just a tin can. People needed to be reminded that what’s inside a can of SPC is special.
SOLUTION So, we created Preserved Memories. Using SPC’s own preserving process, we invited people to preserve their most cherished items in uniquely designed SPC cans. This created personalised time capsules, building lifelong connections with the brand.
WRITING Each can tells a unique story that was written specifically for the owner. In all, over 300 were written to create 300 individual narratives that are forever tied to the SPC brand.
See the campaign site here
RESULTS #1 FMCG brand for engagement in Australia. 230% increase in social growth. 130% increase in brand affinity.
When Saving Cash Gets Weird
With winter 2023 looming and cost of living biting, any tips of how to save energy and therefore cash would be welcome, right? Not if it’s the govt telling you what to do. Find Money in Weird Places was designed to feel about as ungovty as you could get.
Turning a fruit brand into a tourism brand.
PROBLEM In a time when Australian consumers mistrust the origins of their food, Goulburn Valley Fruit was seen as inauthentic and unnatural. Because no one knew anything about the beautiful place the fruit is grown.
SOLUTION We turned the fruit brand into a tourism brand, inviting consumers to discover the beautiful region their fruit comes from. The tour began on pack with a new GPS labelling system that enabled users to pinpoint the very orchard your fruit was grown. A search of the coordinates then transported them directly into a fully immersive experience, including 360° films within the actual orchards. Discover Goulburn Valley here.
RESULTS Engagement Up 783%. Time spent with brand up 400%.
A daring new creative platform for our unique city
‘You Would in Wellington’ is a love letter to Wellington’s wild spirit, its unpretentious, unselfconscious, carefree attitude, and its way of liberating the inner, bolder side of its visitors, investors and residents.
Wellington has an intangible energy that has an affect on those that experience it.
The platform is all encompassing, touching everything from national and international tourism, to events promotion, and business investment. It’s about people, and the unique effect Wellington has on them.
The visitation campaign puts a fresh twist on the classic saying ‘I Have Never’. Inviting people to do things they’ve never done before emboldens people to weigh up risk vs reward, because well… You Would in Wellington.
A Five Day Live-Stream of South Australia
PROBLEM South Australia is one enormous, state of wonder. And in a world of shortening media placements there’s more to see than one ad could ever cover off.
SOLUTION We went long. 120 hours long. Live streaming, Five Days In A State Of Wonder.
LIVE STREAM Launching at the AFL Grand Final, we live streamed the whole event for five days across social, online and outdoor media.
RESULTS 14.1 million online video plays, 1.2 million live stream interactions and 83% increase in tourism leads.
A surf fin that stops sharks being killed.
INSIGHT In the wake of a shark attack, all too often revenge is taken. And it happens without the surfer’s wishes ever truly being known, as there’s no way for them to communicate it.
IDEA FIN FOR A FIN is a specially marked surf fin that alerts authorities to a surfer’s wishes for the shark not to be killed in retaliation to an attack.
RESULTS 31 million reached. $500K Earned Media. 8 Million Video Views. Invited to contribute to the Australian Senate hearing into shark mitigation and protection. Featured on Discovery Channel's Shark Week.
See the website here
How A State Stood As One And Won.
PROBLEM The NSW Blues rugby league team had lost the State of Origin for eight years in a row and the fans were dropping like flies. We needed to get them behind their team once again.
SOLUTION We created Name In the Game. A promotion that gave away Victoria's Bitter's most coveted sponsorship space to their fans. Putting the fans in the game, on the front of each player's jersey.
RESULTS 1.6 million cartons sold. $650k of media generated. And NSW won for first the time in nine years.
A social experiment that blew the lid on young worker safety.
PROBLEM Young Workers across Victoria are working in unsafe conditions. But, because they’re afraid to speak up, no one is aware of how willing young people are to sacrifice their safety to keep their job.
SOLUTION We conducted a social experiment that saw young people interviewed for jobs that were clearly unsafe, to see if they would be willing to take them.
RESULTS 91% of young people were willing to work in unsafe conditions. The campaign garnered nationwide attention with the film featuring across major publications including the Daily Telegraph & News.com.au
Putting the Sustainable Development Goals in the middle of biggest cultural moment of the year.
PROBLEM In 2015, every country in the United Nations signed up to achieve 17 Sustainable Development Goals by 2030. In 2019, few were on target to achieve any of them.
INSIGHT Greta Thunberg was forcing attention on the Goal of Climate Action.
SOLUTION To force attention on all 17 Goals, we tapped into the biggest cultural moment of the year. We sent a flotilla of 17 boats to greet Greta, each with a Goal printed boldly on the sails. It was to be the biggest media moment of the Goals since their launch.
Relaunching an Icon.
For the biggest Honda car launch in years, we created a campaign that was truly out of this world.
Showing How Vulnerable Our Bodies Really Are.
The human body isn't designed to crash. No matter how safe your car is, when it stops your body keeps going.
Reminding guys that fresh underwear matters.
Men don't think about the importance of keeping their underwear fresh. This TV campaign reminded men, a failure to keep your gruts clean can have comical consequences.
