Assignment & Curious play Instant Kiwi

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AUCKLAND, Today: In celebration of its 30th anniversary, Assignment Group and Instant Kiwi has launched a “heart-warming” new brand campaign, Play it your Way, which “highlights the unique ways real Kiwis have played one of New Zealand’s favourite games over the last 30 years”.

Assignment engaged director Florian Habicht and Matt Noonan of Curious Films to create the documentary-style campaign, going into the homes and communities of New Zealanders to explore the unique ways people play.

“Instant Kiwi has scratched itself a special place in our culture. How we play and the rituals we keep say a lot about who we are,” says Assignment creative Chris Appelros.

“Play it your Way launches across TV, digital, outdoor, cinema, with another six pieces of creative to follow in the coming months.”

“Everyone you talk to has their own Instant Kiwi story, so what better way to celebrate 30 years than by sharing these stories with the rest of New Zealand.”

Play it your Way launches with three iterations across TV, digital, outdoor, cinema, and another six pieces of creative to follow in the coming months.

Assignment Group client services director Posey Wall said: “We unearthed hundreds of great stories and hope to continue uncovering the unique ways Kiwis play for years to come.”

The new campaign coincides with a bright new brand refresh from Instant Kiwi, including the unveiling of a new look and brand logo.


Brand: Instant Kiwi, Lotto NZ
Creative: Assignment
Media: PHD
Production: Curious Films
PR: Drum

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