The Work 2023 Contenders: Dentsu Creative

May 3 2023, 10:15 am | BY Kim Shaw | No Comments

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…




TVNZ+: It’s free but it could cost you
Dentsu Creative
TVNZ, New Zealand’s largest TV network, wanted to rebrand their online offering away from a (catch-up) on-demand service and position itself as a premium digital streaming service. And rightly so, with thousands of world-class movies, shows and documentaries that stack up with the likes of Netflix and Amazon. The best part? It’s completely free. But with great content comes great responsibility because while TVNZ+ may be free, its shows are so good they’ll engross you to that point of distraction – resulting in an unsuspecting TVNZ+ viewer unwittingly ending up in a situation they weren’t expecting. Brought to life by the line, “It’s free, but it could cost you”.

The Work 2023 Contenders: Dentsu Creative

Dentsu Aotearoa: La Montée Champagne
Dentsu Creative
La Montée Champagne, which translates as ‘The Rise’, is both a comment on the soaring cost of living in New Zealand and a little something to help ease the pain at Christmas time. How? Well, as the label reads: “A homage to the second-best French invention (the hot air balloon), this agency gift easily transforms into the first – a neutral bottle of champagne ripe for re-gifting.” Simply “pull the tab to release a smidge of financial pressure”. In pulling the tab, the label is transformed. The portion depicting inflationary pressures soaring across the New Zealand landscape, as well as Dentsu Aotearoa branding, comes away to reveal a neutral bottle of Champagne. What remains is an authentic Champagne brand that celebrates French brothers and inventors of the hot air balloon, Joseph-Michel and Jacques-Étienne Montgolfier, who can now be seen floating through the sky surveying the French region of Champagne.

 

The deadline for Campaign Brief’s The Work 2023 is Monday May 8. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.