DDB has launched ecostore’s first brand campaign, exploring the world of tomorrow through a poignant new spot. “The essence of ecostore’s new brand campaign is to create a world of good,” says ecostore marketing director Jemma Whiten. “A world where safe, sustainable, ethical products are the norm.”
Whiten, a Kiwi with 15 years’ international experience managing global brands, is well qualified to reshape ecostore’s future vision to make the world a safer place, one person, one home at a time.
“Although our products have always been created with tomorrow in mind we wanted to gain customer insight and perspective on how they perceive what their future world looks like,” Whiten says.
To answer that question, DDB New Zealand and ecostore asked two very different groups of real people to share their vision of the future — seven adults and seven kids.
“It was a risky approach as we had no idea what our real talent would say – but it paid off!”
With the help of mural artist Ghost Patrol, two large-scale pieces were created bringing their collective thoughts to life. The results couldn’t have been more different.
“It was a risky approach as we had no idea what our real talent would say, but it paid off as the adults all gave a very similar, jaded view of the world which contrasted with the kids’ optimistic and imaginative view that anything is possible,” said DDB chief creative officer Damon Stapleton.
The resulting video shows hopes and fears of both groups, presenting a powerful statement about the state of our world and where it is heading. The spot highlights the imperative that Kiwis make informed purchasing decisions to safeguard the future for the generation that still believes in it.
The Sweet Shop director Dylan Pharazyn said: “This is a great idea. I love the insight we get through contrasting the jaded and perhaps slightly cynical predictions from older generations of the future of our planet, with the optimistic ideals, hopes and dreams of children. You can’t help but be inspired by their positivity.”
Whiten, who took up the role in April this year after returning home to live in New Zealand, is proud of ecostore’s brand campaign.
“Of all the creative work I’ve been a part of, I’ve never felt this excited, passionate or proud of anything else. It truly delivers on ecostore’s brand identity and I’m confident it will resonate well with our target market.”
CREDITS
Client: ecostore
CEO: Pablo Kraus
Director of Marketing: Jemma Whiten
Head of Digital: Michael Marcinkowski
Australian Marketing Manager: Sophie Digby
Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie & Nicole Sykes
Art Director: Jake O’Driscoll
Copywriter: Sylvia Humphries
Lead Business Partner: Nikki McKelvie
Senior Business Director: Carly Pratt
Business Coordinator: Frankie Everard
Planning Director: Rupert Price
Planner: Annika Fyfe
Head of TVP: Judy Thompson
Agency Producer: Rosie Grayson
Production Company: The Sweet Shop
Executive Producer: Fiona King
Producer: Ben Daily
Director: Dylan Pharazyn
DOP: Adam Luxton
Post Production: Department of Post
Editor: Luke Haigh
Soundtrack/composer/Music: Max Scott
Media Company: OMD
Business Director: Jennifer Hilliar
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