Our creative response needed to appeal to this new generation of consumer and align with the newly developed New Zealand creative approach – ‘brands as people’.
See you at the beach
The New Zealand campaign featured an anchor iconic brand persona to hook the consumer and create a lasting value proposition. One that could be used in all collateral to gain maximum visibility, frequency, and memorability. Above all, consumers needed to be able to imagine being friends with Reef. The Australian market required a broader approach. One that recognised different personalities.
See you at the parade
Brand personas were captured in iconic portraits to represent 3 relatable occasions:
Beach (everyday)
Party (schoolies)
Parade (pride)
For memorability and effectiveness, a curated range of products was selected to feature alongside each occasion. Speaking to the variety of products, without overwhelming consumers.
Key deliverables included campaign concept, along with a playbook to provide a framework for brand consistency when rolled-out across agencies.
