Sodali & Co. and The Woodshed “Champion Prosperity” across the South Pacific for BSP
Sodali & Co. has partnered with production company The Woodshed to bring BSP’s new “Championing Prosperity for the South Pacific” campaign to life – marking its further commitment to the South Pacific region and celebrating its PNG base and rich heritage.
The campaign’s distinctive rebrand weaves together the symbolism of all seven nations – Papua New Guinea, Fiji, the Solomon Islands, Tonga, Samoa, Vanuatu, and the Cook Islands – into a narrative that reflects BSP’s deep connection with its people and its vision for a shared future, while retaining and strengthening the iconic Kundu symbol.
Director and owner of The Woodshed, Brad Sayers, described the project as “a truly remarkable experience. If meaning is found in the sharing of human experience, this campaign captured that perfectly.
Adds Sayers: “We spent four weeks filming moments across seven island nations, witnessing traditions being passed from generation to generation – learning from the past to build the future.”
Creatives Janet Evans and Andrew Nobbs developed a concept that speaks to BSP’s enduring bond with the South Pacific – honouring the way South Pacific communities have always built and grown – with respect for the past and optimism for the generations to come.
Music also sits at the heart of the campaign. The celebratory anthem crafted by renowned Pasifika composer and lyricist Dr Igelese Ete forms the emotional backbone of the greater narrative.
Says Sayers: “Music is the spiritual home of the South Pacific. It’s integral to their sense of community, their sense of story and sense of self. Our imagery sits within and is suspended from this sound, as the narrative and sound design provoke a rich emotional landscape that resonates deeply.”
Just as the rhythm of song-lines carries the history of South Pacific cultures, so too do their symbols – found in tattoos, carvings, and the intricate patterns that adorn their clothing. The visual motifs of Kundu, Hook, Wave and Bird, became vital storytelling devices within the campaign, representing the knowledge and spirit passed through nations and through generations.
“We wanted the film to feel cathartic and close, intimate and affecting”, Sayers explains. “This wasn’t about spectacle. It was about truth. About the everyday lives of families, workers, and communities – moments that define who we all are.”
In a time when conversations around authenticity versus artificiality dominate creative industries, Championing Prosperity stands as a testament to something very genuine, very human.
Adds Sayers: “I enjoy capturing small, human moments that might otherwise go unnoticed. They’re the moments that shape how we see ourselves and our relationships with family and our greater community.”
The result is a campaign that celebrates authentic contemporary South Pacific life – not the postcard version of turquoise seas and endless sunshine, but the genuine rhythm of family, work, play, and community.
“This is not a tourism campaign,” Sayers concludes. “It’s a reflection of real lives, real connections, and the prosperity that comes from unity.”
Client – BSP (Bank South Pacific)
Agency – Sodali & Co.
Account Director – Simone Miletic
Creative Director – Andrew Nobbs
Senior Copywriter – Janet Evans
Senior Designer – Karina Huang
Production Company – The Woodshed
Executive Producer – Brad Sayers
Director – Brad Sayers
Producer – Christine Tan
DOP – Evan Papageorgiou
1st AC – Sandy McLennan
Stylist – Jodie Andarakis
PNG Production Partner – Ingenious Link
Fiji Production Partner – Moko Productions
Grade – Matt Campbell
VFX – Matt Campbell
Music and Lyrics – Igelese Ete
Choir – BSP Staff Choir
Sound Design – Mosaic
Edit – Brad Sayers
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