ecostore takes a fresh look at tomorrow in newly launched brand campaign via DDB New Zealand
ecostore has just launched its first brand campaign, exploring the world of tomorrow through a poignant new spot via DDB New Zealand.
The essence of ecostore’s new brand campaign is to create a world of good, “A world where safe, sustainable, ethical products are the norm”, explains ecostore marketing director Jemma Whiten.
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.”
Adds Whiten: “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.”
To answer that question, DDB and ecostore asked two very different groups of real people to share their vision of the future — seven adults and seven kids.
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.
Says Damon Stapleton, chief creative officer, DDB New Zealand: “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.”
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.
Says Dylan Pharazyn, director, The Sweet Shop: “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.
Says Whiten: “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.”
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
Managing Director: Fiona King
Executive Producer: Ben Daily
Director: Dylan Pharazyn
DOP: Adam Luxton
Post Production Company: Stuart Bedford
Editor: Luke Haigh
Soundtrack/composer/Music: Composed – Max Scott
Media Company: OMD
Business Director: Jennifer Hilliar
5 Comments
I’ve seen too many of this type of ad recently – it’s the new default manifesto approach.
Ecostore isn’t the easiest client(s), their approval processes are legendary and have heard many horror tales, so it’s not surprising DDB ended up here. When in doubt, bring out the kids, eh?
Still, as I’ve said before, glad to see a client willing to spend money on something other than a value-driven social campaign where the proposition inevitably becomes the idea.
If you’re going to do one of these nowadays it has to be pretty epic – a big twist, a powerful reveal, some heart string tugging stories. this one, you could see what was coming a mile away.
Kids talking to camera + ‘artist’s impression’ = let’s get other people to do our job for us. Not to mention, they’re cliche.
I like it but, yeah this format is becoming a a go to. With for creative chiefs on the roll call, I’d have thought that one might have directed the creative somewhere fresh…
For? Did you mean 4? Bless.
Listen to the judge, Ecostore is a notoriously difficult client. The agency did what they did in an accomplished style and at least had the integrity to to put their names to it. The strategy of cynical adults vs. hopeful joy of kids is sound and should lead to interesting work if the client loosens the creative chokehold. Apart from the probably nepotistic casting of the 8 year old girl at the beginning talking in a baby voice ( where was the director ?) the rest feels authentic and makes a point. Now can we move onto the utter dribble of the ANZ ad above please?