Experiential

THE TRANS-TASMAN TUG OF WAR

I conceived an idea for the well-known TV show The Amazing Race that pitted Australia against New Zealand—a classic rivalry between the proud nations Down Under. For the show's arrival, I strategised a Trans Tasman Tug of War where Aussie and Kiwi shoppers competed in both countries' shopping malls. Rush Digital got behind us with gusto to execute this amazing world first!

THE HILARY BARRY & SIMON DALLOW MASKS

Tasked with conceiving a table giveaway at the annual Marketing Awards we knew TVNZ needed to come up with something special. COVID was still fresh in our memories, so I conceived the idea of face masks in the likeness of two of our biggest stars, Hilary and Simon. Luckily, they are easygoing presenters who are always up for a joke, so we printed them, and the masks were a hit at the tables. They still appear around the city from time to time resulting in laughing in the streets.

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SHORTLAND STREET 'THE END' CLUE HUNT

As part of my campaign idea for Shortland Street 'The End' we conceived a Clue Hunt to compliment the other creative assets to drive viewers to engage with the show over the summer break. This is a true example of digital promotion and storytelling and was possible with the skill of many people.

Shoutouts to Amie Mills & Jens Hertzum.

SHORTLAND STREET 'LOVE HURTS' PERFUME

My idea to create a Shortland Street Perfume called 'Love Hurts' was to extend our campaign beyond On-Air. It proved the value of tangible branding as a means of brand activation and audience engagement because fans of the show love memorabilia and unique merch. For this Love Hurts campaign it was all about keeping individuals engaged in the offseason of our favourite drama.

'Love Hurts' Perfume Box and Bottle

Box design

Magazine Ad

'Love Hurts' Perfume Box and Bottle

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MY KITCHEN RULES 'SMELL SHELLS'

In a unique and brave piece of creativity, I conceived an extension of our MKR campaign to take Adshels to the next level. During the show, competitors create exceptional meals and it can go horribly wrong. So we concocted shopping mall installations that wafted delicious homemade food smells in passing. Shoppers who tweeted what they smelt in these stands with #MKRScent could win some coveted official MKR prizes. This opportunity to create a two-way connection with our audience and a full sensory experience was too good to resist.

HOUSE OF DRAG 'DRAGS ON A TRAIN'

ACTIVATION

We had a hot new show starting called House of Drag, and we needed to get the word out ASAP. The most efficient way to do this was to put Drag Queens on a train and set them loose on unsuspecting peak-hour commuters. By using two massive personalities from the show , Kita & Anita, the resulting train ride 100% hit the mark and lit social media on fire. This tactic completely complimented the rest of our very loud campaign and our wonderful stars are now legends throughout New Zealand.