The Work 2020 Contenders: DDB New Zealand

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With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.

New Zealand AIDS Foundation: Sperm Positive: The World’s First HIV Positive Sperm Bank
DDB New Zealand
Since 1981, the world has believed that HIV is a death sentence, leading to a stigma that still exists in 2019. But what people don’t know is that when treated, HIV cannot be passed on, even through childbirth – now people with HIV can not only live life, they can create it. We needed to fight the stigma and undeniably prove that HIV can be safe in a way the world has never seen before.

On World AIDS Day 2019, the New Zealand AIDS Foundation launched Sperm Positive: The World’s First HIV Positive Sperm Bank. The online sperm bank created a global discussion about the reality of HIV and delivered our key message: when treated, HIV cannot be passed on. Now the sperm bank isn’t just removing stigma – it’s changing an entire industry, as other fertility clinics in NZ have started accepting HIV-positive donors. To date, 27 HIV-positive donors and 30 HIV-free female recipients have registered. HIV has always been about death. Now it will be about life.

Lotto NZ: L05T
DDB New Zealand
The Lotto ad that was also a Lotto ticket. Just like a Lotto draw there were 8 Lotto numbers which were hidden throughout the ad. Viewers needed to find 7 to create their ticket and be in to win.
The idea of searching for the ticket was also baked into the story of the ad, which was about a woman who loses her winning ticket. So as she was searching, the audience was searching for a ticket of their own.

We released the ad without revealing the hidden numbers so we could leak it to the media and have them tell the story. Once the media had exposed the secret we confirmed the rumours on the Live National Lotto draw, and launched an interactive site that turn the search into a game. Then throughout the campaign clues were drip-fed on social media and even on the National Draw each week.

KiwiRail: Near Miss Memorials
DDB New Zealand
Every day in New Zealand a train driver suffers a near miss. Taking inspiration from road side crosses, we launched a new symbol, Near Miss Memorials. A half white cross to represent every near impact with a train. Each memorial could be scanned with a smart phone camera to witness CCTV footage of a real near miss narrated by a train driver. Hundreds of crosses were installed at the sites of actual near misses, which along with outdoor and print, lead people to an explorable website where they could witness more real near misses.

Steinlager New Zealand: New Zealand Meets Japan
DDB New Zealand
When our national beer, Steinlager combined their classic Kiwi beer, with Japanese brewing mastery to make Steinlager Tokyo Dry we advertised the it by taking NZs most loved song, that no one had dared to mess with before, and remade it in Japan. Our Japanese version of NZ’s unofficial anthem, ‘Slice of Heaven’ was performed by 15 different Japanese, singers, groups and musicians was released on streaming sites and radio. Then we launched it like any other new song with a music video, street posters and merchandise.

Lemon & Paeroa New Zealand: L&P ZOMBIES
DDB New Zealand
Lemon & Paeroa’s Refreshingly Different campaign celebrates a humorously different view of the world, with the latest spot following two guys having the best day of their lives. Or maybe the best day of their afterlives is more accurate – in Best Day Ever we see that even a zombie apocalypse is just another opportunity to break from the norm and have fun doing it.

Steinlager New Zealand: Black Laundry
DDB New Zealand
Once the All Blacks were the only team Kiwis cared about. But as the world has got smaller other sports have gained a foothold. With the Rugby World Cup approaching, sponsor Steinlager wanted to encourage fans to come back to their national team. So we created The Black Laundry – a pop up laundromat that challenged fans to reaffirm their loyalty by bringing in any other sports jersey and sacrificing it to be dyed all black. Garments were dyed, dried and embroidered in 45 minutes, in time for the game while fans enjoyed a beer. Every session booked out in minutes & we got $1m worth of PR.


The entry deadline for Campaign Brief’s The Work 2020 is April 30th. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency would like to showcase your best work in our Contenders series email