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.

VIEW THE SPOT

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