A long established brand gets an emotive new look


Sealord had an image problem, with consumers connecting the brand with the negative aspects of trawling and over-fishing. They needed some love, and this idea did just that. Days after its release on air, Sealord's Social Media pages were suddenly inundated with glowing comments from New Zealanders far and wide, all loving this simple but heartfelt story. Recall and preference shot up to a staggering 80% in post campaign research. The brand spot was followed by two shorter, product-specific commercials also featuring the father and daughter, which drove sales upwards and further increased the effectiveness of the campaign. View the commercial here.



Got A Trade, Got it Made


This web content was created to direct school leavers to the Got A Trade site, to open their eyes to the idea of working in a trade rather than taking the expected path to University, and therefore a hefty loan. It had to be inspirational, easily viewable on Facebook and Snapchat video, and it had to be engaging. The idea to surprise two students from either end of the country and take them on a excursion to see what a job in the trades was like, did all that and more. View the campaign here.


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Export quality


Auckland Airport came to Mechanic to help raise awareness of the variety of Kiwi businesses that were exporting to the world, from fishing rods to bloodstock. Through this magazine campaign we created an interesting showcase for those exporters, talking a little about them in order to talk a little about Auckland Airport’s huge capability in this area. The full page ads appeared in Kia Ora and NZ Listener. Click here to see.




The founding documents of New Zealand were going on display at the National Library in a multi-million dollar exhibition called He Tohu. To launch this significant event, the idea was to create a provocative outdoor and online campaign featuring portraits of key signees, painted in the style of artists Goldi and Lindauer. But what made the campaign so powerful was the fact we added one very important feature - a hand, holding forth a quill or pen to each and every viewer, asking 'Would you have signed?' This line was eventually removed by the client, Prime Minister John Key, only days before the launch in case it inflamed Maori sentiment towards the exhibition. However, rather than throwing our toys out of the cot we immediately got down to writing a new line that was successfully approved by all parties, both government and Iwi. No mean feat it has to be said.



Using the power of nostalgia on Social Media


Melanoma NZ wanted to target Kiwi males aged 50+, a group who rarely checked their skin for cancer. My insight was simple. Back in the day when this group was young, they religiously soaked up the sun and suffered through the agony of burnt skin every year. The idea was to use the power of nostalgia to get their attention. Key influencers on social media like Dick Frizzell, Sean Fitzpatrick and Tim Finn posted images taken from major outdoor events in the 1960's, 70's and 80's - like Sweetwaters Festival, the Rolling Stones concert at Western Springs, Round the Bays and the big summer sporting matches. The question they asked was, 'Were you there?' Their followers answered in their thousands, tagging themselves and their mates in the photos. These people then received a follow up message telling them they weren't alone on those hot summer days, because Melanoma was there too. Results showed many booked a skin check the next day.

Dick Frizzell.jpg

Making the grass greener for Woolgro


Woolgro is a 100% Kiwi company with a great idea - using local wool imbedded with grass seed to create the perfect lawn. Word of mouth was seeing business grow, but they needed a little more than neighbours chatting over the fence. Mechanic devised a creative print and digital strategy to get them noticed, and get people clicking through to their website. We used magazines to build brand awareness and online search and display to get the phones ringing. So far, results are looking great, not unlike a Woolgro lawn.



Making NZ Police a talking point for all the right reasons


NZ Police are always looking to build better relationships with the public. One of those relationships is with the Maori community. So, when the country celebrated Maori language week, a week in which everyone is encouraged to speak Te Reo, we decided to transform an ordinary Police car using the Maori word for Police - Pirihimana. The car quickly found a huge following: on the streets, in the press and of course on social media. The public made their own versions, while the Pirihimana car even found its way into the hit video game - Grand Theft Auto.



Selling the Future


EECA, the energy conservation and efficiency arm of the government, wanted to sell people on the future of the electric car by talking about its impact on the environment. We knew this to be quite small, so we employed a camera technique called 'Tiltshift' that made everything appear in miniature. We also employed the man who invented it, in order to create a stunning visual masterpiece we called 'Tiny'. Take a look here.



A NZ Marketing Success Story


It's not often a marketing director asks you to create a typical Kiwi family for their brand, and turn them into household names, but that's exactly what happened. I wrote into existence 'The Coleman family', and the rest is history. It became a firm favourite in people's homes, provided the ideal vehicle to link with Countdown's huge sponsorship of Masterchef, and went onto win the Grand Prix at NZ Marketing awards after its first year on-air - proof that if you listen to your client, good things can happen. Take a look here.