Sealord invites New Zealand to ‘Get Naked’ in cheeky new campaign via Motion Sickness

In a bid to disrupt the garden care market, Sealord and Motion Sickness have teamed up to launch a new campaign for Naked, a sustainable, all-purpose garden fertiliser made from unused fish product and waste. With a tongue-in-cheek invitation to “Get Naked” for your garden, the new campaign encourages New Zealanders to embrace a new approach to sustainable gardening.

There’s many reasons to get Naked, and now there’s one that’s good for your garden.

Made in Nelson, Naked is a sustainable initiative from Sealord that turns unused fish product and waste into all purpose organic garden fertiliser.

Naked is also Sealord’s answer to a crowded and often confusingly specific category. Grass, vegetables, fruit, you name it – Naked is good for all things garden.

Says Stu Yortson, Sealord: We wanted to challenge the category norms and I think the whole team have done a great job against that objective. Getting Naked will the best thing you can do for your garden this summer.

A simple request, ripe for misinterpretation, underpins the launch campaign. Get Naked for your in-laws, your neighbours, in store, online – but ultimately for your garden.

Launching with two 15 second films and an accompanying OOH series, the campaign leans into a feeling of bizarre suburban voyeurism, featuring lush local gardens and the familiar faces of everyday backyard gardeners.

The Naked brand identity was built by One Design, with the launch campaign engineered by Motion Sickness.

Says Rachel Doughty, Creative Director, One Design; This was an exciting opportunity to create a standout brand and pack in a crowded and complex category. The minimalist design sets the product apart from the information-loaded packs found in the fertiliser aisle, and the evocative name lends itself to playful communications

The campaign is live now across OOH, press, social and digital channels.

Client: Sealord

Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Creative: Freddy Riddiford
Creative/Editor: Jolin Lee
Account Director: Matthew Campher
Senior Designer: Patrick Hickley
Head of Strategy: Hilary Ngan Kee

Design Agency: One Design
Design Director: David Macdonald
Creative Director: Rachel Doughty
Brand Strategy / Naming : Paul Manning
Designer: Briar Mark
Designer: Casey King

Production: Motion Sickness
Head of Production: Joseph McAlpine
Cinematographer: Devan Narsai
Photographer: Holly Burgess
Art Director: Anna Maxwell

Music & Sound: CAY Works
Colourist: Shyam Patel
3D Animation: Logan Fuller