Title | LUCKY DIP |
Brand | ICEBREAKER |
Product / Service | APPAREL |
Category | B02. Consumer Products |
Entrant | Y&R Auckland, NEW ZEALAND |
Entrant Company: | Y&R Auckland, NEW ZEALAND |
Sales Promotion/Advertising Agency: | Y&R Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Jason Wells | Y/R | Creative Director |
Duncan Munro | Y/R | Art Director |
Tony Haigh | Y/R | Art Director |
Louise Evans | Y/R | Copywriter |
Nicole Yeoman | Y/R | Art Director |
Izzat Design Model Makers |
To get increased instore traffic and sales during the Rugby World Cup when noise from sponsors was at an all time high
It all started with the thought of the classic kiwi lucky dip. From there we decided to put a Icebreaker merino twist on it and made the lucky dip inside a sheeps arse. Then we worked closely with expert model makers to produce a life size merino ram complete with sound effects
The promotion quadrupled customer numbers and saw queues of tourists and rugby players wanting to join in on the fun. The event featured in national and international news media and famous players along with New Zealand's Prime Minister allowed us to take a few photos. Thousands of tourists went home happy having had a taste of something that usually only New Zealands get to experience.
At a time when people were looking to experience something really kiwi and our national political correctness was at an all time high we thought in order to get something attention we needed to play on a lot of people's beliefs that we in New Zealand do strange things with sheep. Icebreaker do amazing things with sheep and like to have a laugh so the fit was perfect