to the belief that everything you want is on the other side of fear,
one New Zealand agency embraced a sizeable dose of bravery to produce
some of the year's most talked about work: calling for a burger wars
ceasefire, bringing five kids back to life to save others for Road
Safety Week and convincing a nation to drink Breast Milk. Y&R New
Zealand is Campaign Brief NZ Agency of the Year.
December 2014, Y&R New Zealand launched a new agency motto for the
year ahead. The purpose was to empower everyone across the business to
relentlessly pursue the best results for clients. It read, 'Don't Die
According to Y&R chief creative officer, Josh
Moore, nobody ever became great without first being brave: "Fear is the
greatest inhibitor to great work, fear of people saying no, fear of
getting it wrong," he said. "Often a 'no' to a great idea is actually an
internal business barrier, we focus on finding out what those barriers
are and then help our clients overcome them."
encourages clients and staff alike to take stock and come to grips with
what is holding great work and great results back. A positive attitude
is another quality he doesn't take for granted, attributing it to
producing ideas that other agencies can't or won't.
ourselves as different, nimble and daring, and there's nothing we can't
do if we all work together. Plus once you're on a roll, success breeds
more positivity and the ideas become even more fun. Consumers gravitate
towards brands having fun and then the clients ask for more, so the
lesson is to stay relentlessly optimistic. Have fun."
been had. Take McWhopper for example. It's a personal highlight for
Moore, who says it represents everything the agency has become - the
perfect blend of creative and modern media thinking that brings the
'Don't Die Wondering' ethos to life.
The campaign saw Y&R NZ
client Burger King Global call for a ceasefire with its longstanding
rival McDonald's, proposing that on Peace Day, 21st September 2015, the
two restaurants would end the beef by setting aside their differences to
join forces and cook up the 'McWhopper' - a peace-loving burger that
combines all the best ingredients from Burger King's iconic Whopper and
McDonald's Big Mac.
The rest you can read in the latest issue of Campaign Brief, which includes the annual CB Agency Hot+Cold Charts, out next week.You can view past CB issues and subscribe at Campaign Brief Online