The Southerly sweeps into action in new digital out-of-home campaign via Hello New Zealand
The Southerly, a whisky-infused 300+ MGO Mānuka Honey made in New Zealand is using wind power to drive a new digital out-of-home campaign via Hello.
The billboard sites have been curated to mirror the target audience and then upweighted when the wind blows from the south by integrating weather data from MetService.
“We’ve had plenty of fun over the years using light, time and temperature, so wind felt like the obvious element to amplifying the brand,” says Damon O’Leary, Creative Director, Hello. “We’re blown away to see the brand come to life and it’s great to see the product gaining traction in the market.”
The Southerly is a delicate blend of two of the county’s most sumptuous products. Wild-harvested Mānuka Honey from the north, meets 8-year single malt whisky from the snowcapped south, resulting in a golden elixir that brings the best of both islands together.
“It has been an absolute privilege to develop the brand identity for The Southerly,” says Ryan Marx, Creative Director, Marx Design. “Every aspect has been crafted to reflect the product and showcase the very best of the country’s fare.”
“It’s great to see creative agencies still finding innovative ways to leverage our screens and their capabilities,” says Phil Clemas, co-founder and CEO, LUMO. “We’re proud to get behind innovative businesses before they take their product to the world.”
“We’ve very fortunate to be surrounded by an incredible depth of talent,” says James Polhill, Director, The Southerly. “The end result reflects the countless hours our incredible team have poured into bringing the brand and business to life.”
The campaign is currently live across out of home, magazine, digital and social media.
Hello
Strategy Director: Lisa Divett
Creative Director: Damon O’Leary
Creative Director: Dave Brady
Creative Director (Design): Ryan Marx
Creative Director (Design): Tristan O’Shannessy
Managing Director: James Polhill
Photography: Reagan Butler
Photography: Yuki Sato
Producer: Michelle Jensen
Producer: Shannon Brady
Production: Lee Shaw (Dragon Source)
Production: Simon Raikes (Craftbuilt)
Digital Director(s): Jason Saunders, Carl Aiau
Media Director: Jason Theodore
Head of Sales (Direct): Josh McWilliams (LUMO)
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