Anne Boothroyd

Smokers know the effects of cigarettes on their health and those around them. While this is well understood, quitting for good can still feel like an impossible task. Looking to give smokers fresh inspiration to quit the pack, we showed them the effects of the habit on unexpected members of their whānau — their pets.

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To capture the magic that books have to come alive in our imaginations, we brought NZ classic 'Going West' by Maurice Gee to life through animation, inspiring people with the power of the written word. Winner of the New York Museum of Art and Design 'Museums Choice Grand Prize' at Moving Paper, the film reached the worldwide top 10 viral video charts and secured a raft of global awards.

Read more about the recognition from the Museum of Art and Design in New York. 

To prove that you can get any job done with nothing but the Yellow book, mobile app and website, we set Tracey Collins an interesting challenge – to build a working restaurant 10 meters up a Redwood tree. 

At 6pm on Monday, 29th of October, New Zealand tuned in to watch Newshub. What viewers didn't realise is that members of the crew who usually deliver the news had been swapped out for new ones – people with no or low vision. With a limited budget, The News Crew Swap demonstrated what people with low or no vision can achieve with the support of BLVNZ services.

Sir Graham Henry asks Kiwi to help him fill the most critical reserve bench of his career.

All Kiwis understand the need for a strong reserve bench; it's what makes our national sporting teams' such formidable opponents. However, the same can't be said for our blood donation reserve bench, with less than 4% of New Zealanders currently registered as donors. The growing demand, combined with the need to manage the influx of new donors carefully, led to the creation of the World's Biggest Reserve Bench – a new way to recruit donors so they're ready and willing when the country needs them.

Winner of the Grande ORCA 2009/2010, the People’s Choice award, and the ORCA of the Decade, ‘Sliding Doors’ asked drivers to think again before they decide to pull out at intersections.

Driving tired, especially around holiday periods, is often overlooked as a key contributor to crashes on New Zealand roads. So, we crafted a campaign that showed drivers how the things that make them tired throughout the day could catch up with them once they hit the road. We brought the campaign to life, firstly as a print campaign, and then we made it personal through an activation on the Interislander ferry.

To promote Air New Zealand’s sponsorship of Fashion Week a catwalk at 30,000ft was held in the skies between Sydney and Auckland. The catwalk show gave celebrities, fashion buyers, the public and media a sneak preview of what they could expect from the big names at the upcoming Fashion Week.

To celebrate 60 Years of Holden and rekindle lost passion for the brand, we created a branded content series. The webisodes, featuring the restoration of Holden’s most iconic model, the HT ’69 Monaro, re-engaged lapsed Holden fans. They followed the series for 3 months, anticipating every chapter of the restoration process, which was hosted by legendary NZ Holden driver Greg Murphy. Inspired by the project, thousands of kiwis shared their Holden stories from the past 60 years on our campaign website and in the end, one of them drove away with the ultimate prize – the fully restored Monaro. 

To view the full story behind The Monaro Project, click here.

Rebel Sport is New Zealand's biggest sports retailer, with more stores and equipment than anyone else. But an increasingly inactive population meant they needed a new approach to getting Kiwis up off the couch. What's your why? A collaboration with world-famous motivational speaker, Eric Thomas, shows Kiwis that success requires more than talent, opportunity or hard work, and instead has to be driven by a deep-seated, purpose or 'why'. The campaign uncovers the inspiring stories of Kiwi athletes and the 'why' that has fuelled their success.

Over fifty percent of Kiwi households have Weet-Bix in the pantry. However, teens, big consumers of cereal, had stopped eating Weet-Bix, seeing the brand as the breakfast their mum wanted them to eat. Our job was to make teens want to eat Weet-Bix again, delivering the nutritional benefits in a way they couldn't resist. That's where 'Fuel for the hungry', a collaboration with three up-and-coming teenage sports stars, was born. Demonstrating what can be achieved with the sustained energy of Weet-Bix.

1 in 3 New Zealand women will be affected by domestic abuse during their lifetime. The Women’s Refuge Crisis Line provides them with a safe way to speak out. In 2012 funds were needed to secure this vital service. Bucket shaking and door-to-door appeals had lost relevancy with donors, so we created a new donation mechanism, turning Facebook status updates into dollars. The ‘Donate Your Words’ Facebook app enabled donors to select a dollar value for each word of their update. The donation was made via credit card and their status update was posted to their timeline, acknowledging the donation.

To view the full story behind the Donate Your Words campaign, click here.