L&P has enlisted the help of DDB to launch a new brand positioning, celebrating its ‘refreshing difference’. “L&P is one of those incredible brands and products that is a part of the cultural fabric of New Zealand,” says DDB ECD Shane Bradnick. “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-second brand spot aims to bring this positioning to life, following the adventures of two woolly characters who break away from the flock for a day less ordinary.
L&P head of marketing Leigh Moss said: “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.”
CREDITS
Client: L&P
GM Strategy & Brand: Wendy Rayner
Head of Marketing & 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: Robber’s 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
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