Bastion Shine takes an ice-cream break

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AUCKLAND, Today: Ponsonby-based creative consultancy Bastion Shine is shining a light on mental health in a social and experiential campaign for New Zealand ice cream brand Tip Top, in support of Mental Health Awareness Week (26 Sept-2 Oct).

A Mental Health Foundation of NZ partner, Tip Top’s aim is tomotivate Kiwis to ‘get to what’s inside’ and reconnect with each other, “because the small kōrero can make a big difference to wellbeing”.

The campaign sees a series of positive messages delivered across social via Bastion Amplify and outdoor channels with a playful wink to some of Tip Top’s favourite ice creams.

“Bastion Shine also created a Tip Top pop-up, inviting Kiwis to a kōrero with a friend at an activation in Takutai Square Britomart this Friday.”

The messages – including ‘Break the ice’, ‘It’s good to be soft’, ‘Life’s full of Rocky Roads’ and ‘Reconnect this Mental Health Awareness Week’ – are designed to help normalise reconnecting with the people and places that lift us up in order to build meaningful connections.

To help people open up in person, Bastion Shine has also created a Tip Top pop-up, inviting Kiwis to ‘Share a free ice cream and share what’s on your mind’ over a kōrero with a friend at an activation in Auckland’s Takutai Square Britomart this Friday 30 September.

“Each message reminds people of the importance of connecting with others, having a kōrero and encouraging our loved ones to be themselves, because sometimes we all need a little reminder of how to stay ‘Tip Top’,” said Jo Taylor, group business director at Bastion Shine.


Client: Tip Top
Head of Marketing: Mel McKenzie

Agency: Bastion Shine
Chief Creative Officer: Richard Maddocks
Creative Director: Dom Antelme
Art Director: Clem de Ruiter
Writer: Phoebe Chetwynd-Talbot
Creative Technologist: Matt Elwood
Head of Design: Danny Carlsen
Design Team: Kuljit Kaur, Dan Sulit, Hannah Christensen, John Pelasio
Content Creator: Dylan Fraser-List
Group Business Director: Jo Taylor
Business Director: Aimee Scopes
Business Manager: Jonny Haydon
General Manager: Jo James
Social Media Manager: Mac Mayerhofler

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