Taking advertising beyond the line

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Breaking the ice

Winter weather makes poverty even harder. During winter, people in poverty find it harder to access even the basics. Our client — Auckland City Mission — appeals for money each year to help. But this year wasn’t exactly the best economic climate to ask for donations. We needed a way to break through, dramatise the issue, and get people involved — and get them donating. So we froze $40,000 in a two-tonne block of ice, surrounded it with txt-operated robots, and asked New Zealanders to set the robots to work via txt instructions that acted as donations.

Ice Mission robots in action freeing $40,000

The Ice Mission robots in action, freeing $40,000

Watch the Ice Mission – full back story

The coverage we got through a live stream of our txt-able robots was immensely valuable for City Mission across winter, and immensely valuable for our team as we learned how hard we could push every envelope and pull every string to make it happen.

Thanks to Guy Denniston for the implausible idea, the entire Mojo team (including myself) for believing in it and pushing it through, and the incredible production team — including Rochelle Ivanson as Seemingly Unflappable Digital Producer Extraordinaire and Rob Isaac as Smart Guy Who Didn’t Once Lose His Temper. I’m delighted to have been involved with them all in this project; for social reasons as well as the fact that it was pretty frickin’ cool.

Treat your customers like rock stars

Virgin Mobile Members' Lounge - treating customers like rock stars

A setup that leverages Virgin’s unique personality and familiar rock star personality to create what was at the time a totally unique customer retention community, pushing highly customised content and offers to Virgin Mobile customers – or should we say, members.

What’s next is up to you.

A quick-step journey through sites best sited to a life lived to the full

Not your ordinary website for not your ordinary beer: when Steinlager Edge debuted as the mid-strength beer for those living life to the full, we knew we had to pull something out of the bag to not only help explain the product benefit, but to cut through with an idea that actually added value to the web experience, rather than interrupting it.

Drawing a line in the sand.

Standing our ground with words writ large

As a precursor to the launch of a new campaign for Steinlager Pure, iconic words from the late Prime Minister of New Zealand, David Lange, were writ large in the sand on New Zealand’s shore.