As well as collecting a swag of gongs, Wayne Pick (Executive Creative Director at Colenso BBDO/Proximity Auckland) defied the odds to be a key note speaker at AD STARS 2016 in South Korea last weekend.
Colenso BBDO came home with Grand Prix in 5 categories but Pick nearly didn’t make it to AD STARS this year. First he suffered an eye injury when he was hit by a drone in Colenso’s Auckland office the week before. And then he was stranded at Narita Airport in Japan for 20 hours while a typhoon blew through.
But he made it to Busan to present a session called, ‘Creativity with Purpose’ and began by asking why more brands and agencies don’t ask ‘Why?’ more often. It’s not enough for brands to explain what they’re selling – they need to figure out a purpose.
When Colenso was developing a campaign for New World supermarkets, New Zealand ranked 8th in the UN Happiness Index – not good enough.
So the agency gave New World the purpose of making New Zealanders happier, with the goal of attaining the #1 rank on the Happiness Index, beginning with an internal communications campaign to get staff on board.
Next he showed a campaign for Pedigree designed to make the world a better place for dogs by creating K9FM – a radio station for pooches. By creating original content just for dogs, and giving Pedigree a purpose, within two months sales hit a 2-year high.
To show how brands can affect society more broadly, he shared the secrets behind their award-winning Brewtroleum. First, Colenso came up with the platform, ‘Made by doing’.
“To make it tangible, we then had to do something. We discovered beer waste can be used to make biofuel. The more beer you drink, the more biofuel you can make. The more you drink, the more we can save the world.”
“We’re phenomenally proud of that campaign and love that it’s changed the way DB positions itself. They’ve now put sustainability as one of their core values and may look to producing biofuel as a permanent solution.”
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