V Energy came to us with the challenge of creating the next big piece of communications for their product. Targeting 20-year-olds. For real change, we decided they needed to reinvent their product rather than just making a new ad. Six months later production was underway, developing an all-natural version of their existing energy drink. Providing the same level of energy with only 6 natural ingredients. Still in market 6 years later.

In late 2017 I worked with a small team to pitch for Skinny mobile. We won. With a stack of fun digital and tactical ideas, underneath a solid new brand strategy: “We’ll do anything to keep prices low and customers happy”. We couldn’t afford real celebrities like our global counterparts, so instead, we found kiwis with famous names to be our spokespeople. Like Clint Eastwood (from Pukekohe) & Ben Affleck (from Dunedin).

The Plastic Bottle Cap, a humble little chap, has remained unchanged pretty much since it arrived in 1993. By simply changing the injection moulding we turned a regular Mountain Dew bottle cap into a GoPro mount. Mountain Dew has always provided the fuel for skaters, snowboarders and surfers, now the brand could be there with them helping them capture the action. The GoCaps campaign also got Mountain Dew into Skate, Snow and Surf stores for the first time, a new retail channel for the brand that proved to be very successful.

New Zealand has a goal to use 100% renewable energy by 2035. Vector is the company that powers the country’s largest city had an important role to play in that change. To reflect the nation’s goal, Vector created the largest solar-powered structure in the country. A permanent 90,000 LED surface was installed onto Auckland Harbour Bridge and we then created a 6-minute launch sequence for the structures revealing to the public. Thousands of people around the city, on the water and in the air turned out for the event.