Iconic Kiwi brand L&P serves up 'refreshingly different' campaign via DDB New Zealand

Screen Shot 2017-10-02 at 12.10.58 pm.jpgIconic Kiwi brand, L&P has enlisted the help of DDB to launch a new brand positioning, celebrating the 'refreshingly different'.

Says Shane Bradnick, executive creative director, DDB: "L&P is one of those incredible brands and products that is a part of the cultural fabric of New Zealand. This was a fun brief to work on. As a nation Kiwis have never been ones to follow the herd, and the enduring popularity of a local drink as unique as L&P is testament to this."

The new 60" brand spot brings this positioning to life, as we follow the adventures of two woolly characters who break away from the flock for a day less ordinary.

Says Leigh Moss, head of marketing, L&P: "L&P has always stood out from the rest, and this new brand film embodies this. It perfectly demonstrates the New Zealand spirit and gives a flavour of how Kiwis can be refreshingly different - just like L&P."

Client: L&P
GM Strategy & Brand: Wendy Rayner
Head of Marketing and Design: Leigh Moss
Marketing Manager: Angela Broad

Agency: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie
Creative Director: Nicole Sykes
Copywriter: Kirin Strickland
Art Director: Borja Iciz
Lead Business Partner: Nikki McKelvie
Senior Business Director: Crystal Clark
Business Manager: Bella Macdonald
Planning Director: Lucinda Sherborne
Executive Producer: Judy Thompson
Agency Producer: Nikita Kearsley

Production Company: Robbers Dog
Director: Adam Stevens
Executive Producer: Mark Foster
Post Production Company: Blockhead
DOP: Andrew Stroud
Editor: Jabez Olsen
Soundtrack/composer/Music: Cam Ballantyne - Beatworms

Media: Ikon Communications
Client Service Director: Chantelle Hurndell
Strategy Director: Victoria Parsons
Communications Manager: Alex Barry
Communications Co-ordinator: Georgia Styles
Social & Programmatic Director: Nick Henderson


The Judge said:

The 'Refreshingly Different' strategy is really tempting when it comes to the drinks category. More than once I've been asked to write campaigns to this proposition. I've always resisted it because I've never felt that I'll ever write anything refreshing or different enough To do justice to a well trodden on strategic route. This probably says something more about my abilities, but if you promise to be different and refreshing, you have to go the whole hog, not half arsed. Hence, that's why I've always changed the proposition.
But this Refreshing strategy also needs a client willing to put their balls on the line and take a risk. It's a two way street.
So, well done to DDB for giving it a crack. But I think they've ended up in the same place I didn't want to end up at: easy sell strategy and brief, near impossible to write to.
Hard brief, glad it's them and not me.

HJ said:

halfway there

Judging The Judge said:

A classic mistake that The Judge makes is that he thinks he is the target audience. He's obviously fairly inexperienced, maybe a year or two into his career, but hopefully with time he will get better at judging.

The Judge is... said:

Overthinking this.

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