Creative Execution

We created the world's biggest creative department, the people of New Zealand. Via a social campaign, they decided the story, the characters, the soundtrack, the entire ad. First, we collected suggestions from our online community which were sent directly to our illustrators in real time. Next, the online audience could see they illustrators working and communicate with them live as their ideas were brought to life. After receiving over 20,000 suggestions, people were demanding to see the finished product. We treated our fans to a sneak preview and credited every single contributor.

The ad was shared millions of times before its official on-air launch and it became one of the most iconic ads of the year with brand recall jumping to a huge 87%. As a direct result, sales increased by 45%. To this day, the ad has been shared by millions and generated over 6M impressions. It's been named in local awards as one of the most loved ads of the year and the most impactful ad of the year. It's no surprise that kiwis love it, when they helped us make it.

Tasti, a snack company, has been a favourite in kiwi pantries for over 80 years. While they may be a household name with grandmas, most young people had never heard of them. Our challenge was to make Tasti famous with the next generation of kiwis. So we started where they spend every waking minute, Facebook. By asking our audience to choose their favourite kiwi icons as the ingredients of the ad, the campaign would be just like a Tasti muesli bar, made at home by kiwis.