Archive for the ‘New Zealand’ Category

Heineken, Saatchi & Saatchi and Darkhorse collaborate with Squid Soup to create the HEINEKEN LIGHT CLUB

Friday, September 4th, 2015

Heineken Light 1-inpost

Heineken, the world’s most premium international beer and the leader in New Zealand’s premium beer category is launching Heineken Light into the New Zealand market.

To celebrate the launch, Heineken has constructed a giant mirror cube in the Britomart precinct of downtown Auckland that will be open to the public. ‘The Heineken Light Club’, a creative collaboration between Heineken, Saatchi & Saatchi NZ, Darkhorse and world leading lighting art and design collective SquidSoup. It is a unique place to try Heineken Light within an interactive light and sound installation, something which has never been seen in New Zealand before. The installation encourages visitors to move through the space and experience the change in light and sound that occurs as the technology responds to individuals and their Heineken Light bottle.

SquidSoup has worked on creative lighting installations around the world including places such as the Sundance Film Festival (USA), Glastonbury Festival (UK), the V&A (UK), Tate Britain (UK), Visual Art Week (Mexico).“It’s been really exciting for us to work on this world first with Heineken Light, creating a combined sound and light experience. The additional interactivity that allows the audience to mix audio in real-time certainly elevates the work to a whole new level.” SquidSoup’s New Zealand based artistic director Chris Bennewith.

The installation has an interactive sound element that has been brought to life through the genius of local New Zealand artists Sweet Mix Kids. They have worked closely with SquidSoup to create the unique music experience for the Heineken Light Club responding to the energy in the room. “We’re avid light beer drinkers so couldn’t be more excited to work with Heineken Light and SquidSoup on the Light Club. You’ll enjoy hearing our new music and latest remixes like you’ve never heard them before, actually you haven’t as many are unreleased. They’ve been mixed up and edited especially for the Light Club to compliment the moving art and react to the space.” Sweet Mix Kids

Julia Imlah, Heineken New Zealand Marketing Manager, explains: “We are hugely proud to have launched a world first 2.5% Heineken Light to address the changing consumer tastes here in New Zealand. The new product gives Kiwis a great tasting, refreshing Light beer without compromising on taste or forgoing the premium badge value of a Heineken, and is the perfect beer to extend any social occasion”.

New Zealand will become just the third country in the world to launch Heineken Light following a successful roll out in the United States and Taiwan. The launch of a 2.5% Heineken Light, however, is a world first for the brewer. Developed specially for New Zealand consumers, it meets the country’s legislative requirements for Light beer products to have alcohol content of 2.5% or below.

Heineken Light is the single biggest product launch for the brand since entering the New Zealand market in 1994, and will be available across the country from September 3rd 2015.

For more information on Heineken visit:

Heineken Light 2-inpost

Category: Campaigns, New Zealand

Saatchi & Saatchi Wellington Appoints Chris Childerhouse in the Role of Creative Director

Monday, August 24th, 2015

Chris Childerhouse

Saatchi & Saatchi New Zealand has appointed Chris Childerhouse as creative director, based in Saatchi & Saatchi Wellington.

His appointment comes off the back of a series of new client projects with Local Government New Zealand and the Ministry of Justice in the Wellington office. More creative hires are to follow once Childerhouse is in place.

Says Corey Chalmers, joint ECD of Saatchi & Saatchi New Zealand: “Gus and I have known Chris for a number of years as a mate and a workmate. He’s proudly Wellingtonian, a clever writer and we’re stoked to have him partner Wendy Schrijvers and the team in our shiny new Wellington office. He’s fresh off scoring a few D&AD pencils this year too, so he’s hungrier than ever for great work. He’s a great, mature and passionate addition to our growing team.”

Childerhouse joins Saatchi & Saatchi from Ogilvy Wellington after 20+ years in advertising in New Zealand and the UK. Earlier this year, he won yellow and graphite pencils.

Read the full article at Campaign Brief

Category: New Hires, New Zealand

‘Child Labor Free’ working with Saatchi & Saatchi New Zealand

Monday, June 15th, 2015


Saatchi & Saatchi New Zealand has been working with ‘Child Labor Free’ (CLF) since August last year, providing business consultancy, branding and communications strategy. CLF, a new social enterprise, is establishing the world’s first global accreditation system that launched in Auckland yesterday to allow companies across all product categories to have their supply chains independently certified as ‘Child Labor Free’. Qualifying businesses will be able to display a mark of certification, communicating where their brand is on the journey to becoming child labor free. While other marks exist in the world for certain regions or categories – this will be the only global system that will run across all industries.

Michelle Pratt, CEO and Founder of CLF said: “Because no accreditation system for child labor has ever existed before, we needed to find a partner who would support the innovative approach required to help us bring this new concept to life. We decided to work with Saatchi & Saatchi, because they are people who are passionate about creating real social change and showed us they could go beyond traditional ‘advertising’ solutions. As we are creating a global mark, we also needed a partner who could provide knowledge of global markets.”

Nikki Prendergast, Director and Founder of CLF said: “We had a vision and an end game, what we needed help with was the strategic direction to get us there. After meeting with several potential agencies, it was clear that Saatchi & Saatchi was the right partner for us. We’ve been on an incredible journey together so far and we’re looking forward to moving into the next phase later in the year.”

CEO of Saatchi & Saatchi New Zealand, Nicky Bell said: “Nikki and Michelle’s entrepreneurial vision, tenacity and innovative approach to this hugely complex issue is something we greatly admire. As Nikki has said, ‘Once you learn about the extent of this issue, you can’t unlearn it’. We are passionate about helping them drive this kind of change in the world. The work we do with them is a great example of the kind of truly collaborative partnerships this agency thrives on. ”

The agency will continue working closely with CLF in the lead up to consumer facing activity, happening around a partnership between New Zealand Fashion Week and CLF, in August. More information on ‘Child Labor Free’ is available at

Category: New Zealand

The Awards Continue for Saatchi New Zealand and DB Breweries, Tui – ‘Catch a Million’

Monday, June 8th, 2015

Since its launch over the New Zealand summer of 2013/14, DB Breweries Tui’s ‘Catch a Million’ campaign has been a crowd favourite both on the cricket pitch and at the awards podium.

The accolades continued at last week’s 2015 Asian Marketing Effectiveness & Strategy (AMES) Awards with ‘Catch a Million’ adding a further two gold and two silver trophies.

‘Catch a Million’ won its two Golds for effectiveness in the Alcoholic Beverages & Tobacco, and Sponsorship & Event Marketing categories, as well as two Silver awards in the Marketing Campaign for National Brand Development, and Integrated Marketing Campaign categories. It was also shortlisted for Insights/Strategic Thinking.

The win comes after a successful second year for the campaign, which ran in conjunction with the 2015 Cricket World Cup help in New Zealand and Australia.

Category: Awards, New Zealand

Saatchi Design Unveils New Look for Govett-Brewster Art Gallery / Len Lye Centre

Tuesday, May 19th, 2015

The inspiration behind the new Govett-Brewster/Len Lye Centre brand identity

New Zealand’s museum of contemporary art, the Govett-Brewster Art Gallery has unveiled its new brand as it prepares to open its doors with the Len Lye Centre in July.

The Govett-Brewster in New Plymouth has partnered with Saatchi & Saatchi Design Worldwide to develop a new Govett-Brewster/Len Lye Centre art museum brand globally.

Govett-Brewster Director Simon Rees says: “Saatchi & Saatchi’s global reach, expertise, relationships and media access will help grow the Govett-Brewster’s reputation and broaden audience awareness about what we do. The partnership will have a positive impact in securing additional media attention, generating greater brand awareness and selling the Govett-Brewster experience and architecture as destination tourism”.

Saatchi & Saatchi Design Worldwide has collaborated with the Govett-Brewster team to develop a cohesive brand identity which marries the Govett-Brewster with the spirit of Len Lye’s world renowned kinetic art. It will appear on a wide range of material including signage, merchandise, uniforms and print design.

Saatchi & Saatchi Worldwide Director of Design, Derek Lockwood says: “We set out to create an integrated brand solution that positions the Govett-Brewster Art Gallery as the home of kinetic art, and, as such, a destination of worldwide significance. Over a night we photographed the movement of Len Lye’s Wind Wand sculpture on the New Plymouth foreshore, with the images captured becoming the graphic marks that feature in the identity. These marks represent the energy and vibrancy of the New Plymouth district and its people.”

Nicky Bell, CEO of Saatchi & Saatchi New Zealand, who are partnering with the Govett-Brewster on launch communications, says: “We believe the new combined art museum and its striking architecture will be a powerful creative and cultural beacon for national and international visitors to New Zealand. You only need to look at the Guggenheim in Bilbao and the Museum of Old and New Art (MONA) in Tasmania to see the positive effect art combined with destination architecture can have on a place. This is an incredible asset for Taranaki and for the whole country. We are very proud to be playing a supporting role”.

The Len Lye Centre will be New Zealand’s first institution dedicated to a single artist – the pioneering filmmaker and kinetic sculptor, Len Lye. Opening to the public on Saturday 25 July, it will operate as a combined art museum with the Govett-Brewster Art Gallery. The opening weekend programme will be available online through the Govett-Brewster website from 1 July.

The Govett-Brewster building in New Plymouth closed in April 2013 for earthquake strengthening, compliance, upgrades and construction of the Len Lye Centre. The Govett-Brewster team has remained active with off-site exhibitions, touring exhibitions, public programmes and work with other cultural organisations.

Category: Creative, New Zealand

Saatchi NZ’s Ian Hulme Provides SXSW Outtakes on Neuroplasticity and Tech

Thursday, May 14th, 2015

Hey Human

Saatchi & Saatchi Senior Digital Strategist Ian Hulme was at SXSW in April and got along to the session run by Hey Human: “Neuroplasticity and Tech – Why brands have to change”. He shares his key outtakes below, which were first published on

In their SXSW session this week, Hey Human set out to explore what looking at our inbox and phone hundreds of times a day is doing to our heads and importantly, what does this ‘hyperstimulation’ mean for attention spans, cognition and brand recall?

Think you’re immune? Then ask yourself – would you rather Google search or use social bookmarking to recall something, rather than committing it to memory? Do you rely on Facebook to remind you whose birthday it is today? Can you recall your friends’ phone numbers without looking at your contacts?

We check our smartphones up to 220 times a day. The more frequently we perform a task, the more dominant the behaviour becomes. Hey Human suggest that every time we reach for our phones, we’re actually outsourcing a piece of our memory to the devices. We risk becoming part of a ‘devolution’ that discourages the retention of knowledge and sadly makes the brain less skilled at remembering things.

So while we all frantically search for memory training apps to download while we finish reading this, Hey Human recommends five ways for brands to make messaging in digital media easier for our brains to process.

  • Surprise people with simplicity – use simple, consistent messaging to create synchronised brand experiences. Don’t underestimate the power of classic mnemonics.
  • Nudge the subconscious – there’s an opportunity to use familiar brand assets and icons in digital media to create mental shortcuts for consumers in new and interesting ways.
  • Conquer context – use the time of day, a moment of truth or platform nuances to drive cut-through and relevance.
  • Maximise memory value – brands can play a role by providing a ‘memory service’. For example a florist who reminds you it’s your Mum’s birthday.
  • Think in stereo – use visual and audio queues together to encourage message retention. Don’t assume that digital media is a naturally high attention medium.

The research clearly shows we’re overloaded thanks to the digital deluge but there are simple, effective measures brands can take to help their consumers remember them.

Saatchi & Saatchi APAC Represents On Cannes Lions Jury List

Monday, March 30th, 2015

Cannes Lions

Cannes Lions have announced the names on the 16 juries for its 2015 awards taking place from 21 – 27 June. Guy Roberts, ECD of Saatchi & Saatchi New Zealand will be part of the Cyber Jury, and Sathi Anand, ECD of Saatchi & Saatchi Malaysia, will be part of the Outdoor Jury. Congratulations guys!

Other Saatchi & Saatchi creatives on the jury list are Luca Lorenzini, Italy (Direct), Kate Stanners, UK (Film), and our Worldwide Creative Director, Pablo Del Campo (Press).

Golden Night at AXIS for Saatchi & Saatchi New Zealand

Monday, March 16th, 2015

Axis Awards
Photo credit: Leon Rose

Saatchi & Saatchi New Zealand had a stellar evening at the Axis Awards in Auckland, winning a total of five Golds, two Silvers, seven Bronzes and a Grand Prix.

The winning work included Tui ‘Catch a Million’, created in partnership with client DB Breweries (part of the Heineken Group) and Apollonation that turned cricket stadiums ‘Tui’ orange and created a new media channel. The ‘Force Fit’ mobile app for the New Zealand Defence Force developed with Roam Creative that helped new recruits as well as regular New Zealanders reach their fitness goals. And the ‘wearable’ billboards for client L&P made from towels and jandals to help kiwis hold on to summer.

Saatchi & Saatchi NZ CEO Nicky Bell said: “Each of our Axis wins is a fantastic example of close collaboration with our clients and their partner agencies to create bold, genuinely shareable and effective ideas. We couldn’t be prouder of the recognition our teams received for their hard work last night.”

Saatchi & Saatchi New Zealand’s full Axis results are as follows:

Grand Prix PR/ Experiential – Tui – Catch a Million

Gold Integrated Axis – Tui – Catch a Million
Gold Direct Marketing Direct Other – Tui – Catch a Million
Gold PR/ Promo & Activation – PR – Tui – Catch a Million
Gold PR, Promo & Activation – Promo & Activation – Tui – Catch a Million
Gold Out of Home – Non Traditional – Tui – Catch a Million

Silver PR/ Promo & Activation – Innovation in PR/Promo & Activation – Tui – Catch a Million
Silver Out of Home – Innovation in Out of Home – Tui – Catch a Million

Bronze Digital Craft – Interface & Navigation – NZDF – Force Fit Mobile App
Bronze Digital Craft – User Experience – NZDF – Force Fit Mobile App
Bronze Digital and Interactive – NZDF – Force Fit Mobile App
Bronze Direct Marketing – Direct Campaign – NZDF – Force Fit Mobile App
Bronze Out-of-Home – Out-of-Home Posters – L&P – Hold onto Summer ‘Jandals’
Bronze Out-of-Home – Out-of-Home Posters – L&P – Hold onto Summer ‘Towels’
Bronze Out-of-Home – Transit Advertising – L&P – Hold onto Summer ‘Jandals’

Category: Awards, New Zealand