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
In New Zealand, the campaign introduced a strong and recognisable brand persona to capture attention and build a lasting value proposition.
This persona appears across all campaign touchpoints. As a result, it increases visibility, frequency, and memorability.
Most importantly, consumers can imagine being friends with Reef.
However, the Australian market required a broader approach. It reflects a wider range of personalities and social contexts.
See you at the parade
We captured brand personas through iconic portrait photography. Each one represents a relatable occasion:
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Beach (everyday)
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Party (schoolies)
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Parade (pride)
To improve clarity, we paired each occasion with a curated product range. This highlights product variety without overwhelming the audience.
Campaign delivery
We delivered the campaign concept and a clear playbook. This framework ensures brand consistency across agencies.
In addition, it supports effective rollout across multiple markets and channels.
