The Work 2023 Contenders: Ogilvy NZ
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
University of Auckland: #NotJustaWhiteCoat
Ogilvy NZ
There’s a perception that pharmacists are just white coat-wearing pill counters. The truth is that Pharmacy is hugely diverse, rewarding and has a huge impact on the wellbeing of a community. The University of Auckland needed to shift this perception to recruit new Bachelor of Pharmacy students and safeguard the future of Aotearoa’s health.
But the next generation aren’t reading university prospectuses and they certainly aren’t aspiring to count pills. We took Pharmacy to where highschoolers hang out, and repackaged it as a fashion drop – pairing past graduates with artists to create collab lab coats exploring the different roles Pharmacists play in society and dropping them on Instagram and TikTok.
Over 26,000 potential pharmacists engaged with the campaign, there were 38% more ‘apply now’ clicks than places on the programme, and BPharm applications increased by 5%.
Women’s Work: This is Women’s Work
Ogilvy NZ
It’s 2023. In many ways we’ve made progress towards gender equality, but in many other ways, things haven’t shifted at all. Women influence over 85% of consumer goods purchases. Across many categories, women are the primary targets and biggest spenders. But the proportion of advertising imagery shot by women is still less than 20%.
International Women’s Day is March the 8th, and in 2023 the theme was ‘Embrace equity’. It felt like a great opportunity to pose a question to the advertising industry – why?
Women’s Work is a collective of female and non-binary professional photographers in New Zealand who are working to increase representation across the industry, and level the playing field for commercial opportunities. For this one significant day, we wanted to help create some equity for female photographers, and put their work where it belongs – in commercial ad space.
The campaign showcased the talent of the Women’s Work collective, and asked the advertising industry to have a good think about the inequity in the statistics.
Stuff: Rebrand
Ogilvy DesignWorks NZ
New Zealand is a country coming to terms with its own identity. On the path to biculturalism, while also feeling the effects of increasing mistrust and perceptions of influence of the media. As New Zealand’s only independent media company, Stuff has an important role to play in this. Earning trust, connecting with New Zealanders and helping New Zealanders connect closer with each other.
This brand book tells the story of Stuff in a bold new style. Centred around the creative drivers of Tūkaha (bold), Pōtiki (spirited), and Tiakitanga (For the People); and led by the notion of ‘follow no one’, it shares how the new Stuff brand is forging its own path to a contemporary future, while cherishing the past.
In line with the Stuff rebrand they achieved B corp accreditation and also announced a formal apology, acknowledging past articles/actions that were racist or discriminatory to New Zealand’s indigenous people and culture.
In the year following our rebrand, Stuff reached 3.5 million New Zealanders, told 85,000 stories, helped 30,000 advertisers reach a new audience, and connected 920,000 community members.
Te Kāhui Tautiaki: Tiaki Promise
Ogilvy DesignWorks NZ
Rather than a marketing campaign, Tiaki – Care for New Zealand is a movement that encourages a sense of guardianship of our world to our manuhiri (visitors). By acknowledging our values, manuhiri can share in this sense of guardianship, alongside New Zealanders.
It encourages people to experience New Zealand in a way that keeps everyone safe, protects our environment, respects our culture and protects the country for future generations. Guiding them in their attitudes and behaviours towards both people and place. Showing them how to contribute to preserving and protecting what makes our home so special, so that it can continue to be enjoyed long into the future.
‘Tiaki – Care for New Zealand’, is a lasting movement that fosters a spirit of reciprocity between New Zealanders and our guests, encouraging all to acts as guardians of people, place and culture.
The deadline for Campaign Brief’s The Work 2023 is Monday May 8. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.