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Creative

Speights and DDB New Zealand Help A Mate Out Over A Cold One

DDB Group Asia Pacific, 2 years, 7 months ago

The new nationwide campaign lives up to the Kiwi comrade attitude

Speights and DDB New Zealand Help A Mate Out Over A Cold One

Speight’s knows a thing or two about the Kiwi bloke, and if there’s one thing it can say about this remarkable kind of character, it’s that he’s there for his mates: to help build a deck, whack a shed together or simply have a cold beer and a barbie. 

So when a bloke asks who’ll give him a hand, what do his mates say? 

“We will.”

Speight’s has launched a new nationwide campaign – “We Will” – featuring Little Henry, a not-so-little Kiwi fella who asks his mates to help him create his dream shed, and gets the response befitting a bunch of worthwhile blokes. 

When the day’s yakka is over, it’s those same mates who are there to fire up the barbie and enjoy a cold Speight’s and a chinwag, too. Because that’s what it’s all about – helping your mates, and enjoying the good times that always come afterward.

This is a completely new campaign for Speight’s that’s been two years in the making, and in keeping with the core that drives what Speight’s does – a pride in knowing what matters.

It’s built around the Kiwi attitude that when a mate asks for help, the only response can be “yes”.


The TVC was filmed in Dunedin over three days in December 2014, and hits TV screens on Sunday March 1st.

Ben Wheeler, category marketing director from Speight’s, says he wanted this campaign to show the understated bond between Kiwi men and their mates.

“When a mate needs a hand, great Kiwi blokes are the first to put their hat in the ring and front up – without any fuss or expectation of anything in return. We wanted to capture this Kiwi can-do attitude, and the way they chill out after a day’s work together – by sharing a cold Speight’s.”

DDB New Zealand group account director Scott Wallace, who was part of the team which created the “We Will” campaign, adds: “This campaign captures the essence of ‘mateship’ by demonstrating that with real mates, there are no questions when someone needs a hand – just a thumbs up.”

“It’s what Speight’s is all about – the things that matter.” 

The “We Will” campaign will run over winter, with further marketing activities across the year to help build Kiwi mens’ mateship – including a chance to win one of ten Speight’s sheds.

Advertiser

Advertiser: LION

Brand Manager: Amy Guy

Managing Director: Craig Baldie

Category Marketing Director: Ben Wheeler

Creative Agency

Account Director: Emma Guadagni

Account Executive: Claire Dommanget

Creative Agency: DDB New Zealand

Creative Director: Chris Schofield

Executive Creative Directors: Shane Bradnick & Damon Stapleton

Executive Producer: Judy Thompson

Group Account Director: Scott Wallace

Planner: Craig McLeod

PR: The PR Shop

Senior Art Director: Toby Morris

Senior Copywriter: Simone McMahon

Head of Planning: Lucinda Sherborne

Interactive / Digital Agency

Digital Agency: Young & Shand

Media Agency

Media Agency: Zenith Optimedia

Production Company

Director: Fiona McGee

Producer: Claire Richards

Production Company: Goodoil Films

Category: Alcoholic drinks , Beers

Genre: Digital , Storytelling