CCO at The Monkeys Aotearoa, Damon Stapleton, delves into an eclectic and unconformist range of Kiwi projects that he feels are worthy of sharing
Despite Covid-19 and everything else happening in the world, we are still making fun stuff down here in New Zealand. I tried to find a theme or a pattern to my choices, but to be honest, I think when it comes to advertising in New Zealand, there isn’t one - and I think that is our strength. We just do our own thing. You just never know what you’re going to get in the land of the long white cloud...
Meridian - 'Nature'
Agency: The Monkeys Aotearoa
Director: Jamie Lawrence
Sound: Liquid Studios
Music Licensing: Franklin Road
Doing good by the planet has never been more important than it is now, but how do you encourage and inspire people to actually do it without feeling like you’re delivering a lecture? You take a strong message, wrap it up with light hearted Kiwi humour and get a powerful figure to deliver it to the nation - just like Meridian’s 'Nature' campaign. It’s memorable, funny and really reminds me that I don’t want to get on Nature’s bad side.
Kiwi Lager - 'Return to Greatness'
Agency & Production: Motion Sickness
Director: Sam Stuchbury
Sound: Bigpop Studios
Scotland has the Loch Ness Monster, America has Big Foot and New Zealand has Kiwi Lager, a legend that disappeared from our fridges in the '90s. But now it’s back and more budget than ever, and how do you make a campaign when the funds are running dry? You get the country to do it for you. I really like this campaign because it shows that you can create memorable content without much money, and can get a whole country behind it at the same time.
Bodyright - 'No Body Is Wrong'
Agency: TBWA\New Zealand
Production: Good Oil
Director: Josiah Watson
We see photos of celebrities, influencers and friends online each and every day, but how do we know that what we are seeing is actually real? You create a symbol that acts as a copyright for your body and a promise that what you’re seeing is 100% real and authentic. Bodyright is a campaign that encourages all of us to accept and celebrate everything unfiltered because: "If you can’t be who you are in a photograph, then how can you be who you are in real life?”. And who better to tell us this message than the people who we can relate to the most and see ourselves in?
Spark - 'Beyond-Binary Code'
Agency: Colenso BBDO
When writing this list, I knew that Spark’s 'Non-Binary Code' needed representation. It showcases a development of modern technology and data that allows for everyone to have the correct representation online, beyond just being male and female. We hear firsthand who it affects, why this breakthrough is so significant, and it gives us insight into how a simple code can have profound and euphoric impacts on people who are so commonly underrepresented.
Samsung - 'iTest'
Agency: DDB Tribal Aotearoa
How do you get people to try out Samsung if they’re so devout to Apple? You put the technology right into the palm of their hands. The Samsung iTest is the perfect example of how you can use technology and creativity to your advantage, with 5.5 million Apple users testing out a Samsung interface from the comforts of their iPhones. It’s a simple idea that was executed brilliantly and is one of my favourite pieces of work to come out of Aotearoa.