AUCKLAND, Today: Griffin’s has returned with a different kind of campaign, launching 24 micro-documentaries that capture 24 hours of life across Aotearoa, with one story for every hour of the day.
Called Life Needs a Biscuit, the series offers a quiet, intimate look at everyday New Zealand through the small moments that often pass unnoticed.
Created with Motion Sickness, The Tuesday Club and documentary filmmaker Florian Habicht, the campaign moves away from traditional advertising and leans into something more human and observational.
Each film sits somewhere between a documentary and a vignette, building a wider portrait of the country through honest, everyday slices of life.
From early swims to late-night shifts, the series follows the rhythm of a single day through the little pauses people take for themselves.
Director Florian Habicht says, “What struck me most was the openness of people. There’s a rawness to these stories—people doing it tough, people finding joy where they can. These are small moments, but they carry a lot of meaning.”
“These are small moments, but they carry a lot of meaning.” – Florian Habicht, director
Rather than putting the brand front and centre, the campaign places Griffin’s in the background of moments that feel recognisably and authentically New Zealand.
“We wanted to celebrate the everyday,” says Griffin’s Allison Yorston. “The moments that don’t make it onto social media. Smoko breaks, late nights with friends, first dates, a phone call with family – that’s where real life happens.”
The idea came from conversations with New Zealanders who spoke about wanting to slow down, reconnect and make more space for simple moments, despite the pace of modern life.
A familiar name in Kiwi cupboards, Griffin’s uses the series to show its place in contemporary life, not by looking back, but by staying close to the moments people still value now.
“We’re incredibly proud of the series,” says Yorston. “It’s a reflection of who we are as a country—you might even recognise someone. That’s the beauty of it.”
Motion Sickness ECD Sam Stuchbury says the scale of the idea pushed everyone involved, but the result is something the team is hugely proud of.
“Making one good ad is usually pretty hard. So when we decided to make 24 films that are technically ads, we probably should’ve known it might nearly break us. But Allison and the team have been incredible collaborators. I’m not sure this body of work would’ve been possible with many other teams. We’re very proud of the films,” says Motion Sickness ECD Sam Stuchbury.
The micro-docos are live at lifeneedsabiscuit.com, with the films set to roll out across TV, social and streaming over the coming year.
CREDITS
Client: Griffin’s
Managing Director: Cameron Scott
Marketing Director: Allison Yorston
Head of Marketing, Griffin’s / H&P: Kate Goodwin
Senior Brand Manager, Griffin’s: Alice Green
Senior Consumer Insights & Planning Lead: Zena Ali
Creative Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Head of Strategy: Hilary Ngan Kee
Senior Strategist: Logan Barnes
General Manager: Alex McManus
Client Service Director: Emma Richardson
Account Director: Julia Shasha
Creative Director: Will Macdonald
Senior Designer: Patrick Hickley
Artworker: Moana Peterson
Head of Production: Joseph McAlpine
Creative Agency: The Tuesday Club
Founder: Nick Worthington
Managing Director: James McHoull
Creative: Billy Worthington
Production Company: Motion Sickness
Director: Florian Habicht
Executive Producer: Nigel Sutton
Director of Photography: Maria Ines Manchego
Producer/Production Manager: Becks Lawrence
Production Designer: Teresa Peters
Make-up: Katie Melody Rogers
Offline Editor: Anastasia Doniants
Offline/Online Editor: Damian Golfinopoulos, Arvid Eriksson
Colourist: Max Ferguson-Hook
Sound Design: Glen Cleaver @ BigPop Studios
Sound Post Producer: Juliette Veber @ BigPop Studios
Casting: Catch Casting
Media Agency: PHD
Group Business Director: Delaney Collings
Associate Business Director: Jamie Buchan
Featured Talent: Te Reo o Piriwiritua (The Rātana Brass Band), Renee, Rufus, Maeve, Oluwatosin, Joy, Georgia, Isabelle, Bonnie, Steven, Tim, Sheila, The Foundry Boxing Gym, Teresa, Joann, Kerikeri Rugby Football Club, The Law Family, Leni and Cindy, Chris, Faiva, Teuke, Uelese, Hazel, Carmen, Iris, The Red Beach Singing Group, Tyler, Craig, Oska, Michael, John and Olive.
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