Powerful new World Vision campaign

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Sam Hunt is the magic ingredient that takes Sugar&Partners’ latest TV & cinema campaign for World Vision to a level seldom seen in Third World aid ads.

“Damon and I are very proud of our new spot,” CD Dave Nash says. We’d be proud of it, too – this is a very moving production which will work its socks off for the charity. Bringing the Sam Hunt lilt and credibility to the project was a stroke of genius.

Here’s the release:

World Vision celebrates the 40th 40HR Famine with new campaign by Sugar&Partners featuring poet Sam Hunt.

The World Vision 40HR Famine has been a rite of passage for Kiwis for 40-years now. Sugar&Partners Auckland, New Zealand has created a new campaign to celebrate the legacy of the past 40 years and encourage New Zealand to get involved for 40 more.

To launch the campaign Sugar&Partners CD’s Damon O’Leary and Dave Nash created a TV and Cinema commercial featuring iconic, revered New Zealand poet Sam Hunt delivering a nostalgic powerful narrative.  The 45” and 30” spots were directed by Exposure’s Brooke Benton successfully creating a feeling of a New Zealand we all remember fondly.

“Sam Hunt as the voice was essential for us.” says Damon O’Leary. “Like most New Zealanders, I’ve always loved his unique style – it can be quite haunting – but for me, in a strangely uplifting way. Hopefully those qualities shine through and make the spot more emotional and therefore effective.”

“We had lots of creative directions but with this one – with Sam on board – we thought we could create something that every Kiwi would feel a part of.” adds Dave Nash, Creative Director, Sugar&Partners. “From most of the reactions so far – it seems we’ve managed to achieve that.”

The campaign has launched in Cinema, TV and online throughout the country with generous support from Val Morgan, MSN and national television networks.

“The campaign captures the essence of who we are as World Vision and what Kiwis have achieved through the Famine.  The TV commercial makes us so proud of our heritage.” says Helen Carter, GM, Supporter and International Engagement.

The campaign is bolstered by social, digital and direct elements that are in market now, (including 125,000 school packs and posters for classrooms nationwide) so will be hard to miss.

Thousands of New Zealanders will take part in the 40th 40HR Famine on the 23rd to the 25th of May 2014. Participants can either sign up as an individual or create a group on the www.famine.org.nz website.


The Power of 40 Credits


Client:  World Vision

Helen Carter – GM, Supporter and International Engagement.

Vicki Webb – Supporter Acquisition Specialist


Agency:  Sugar&Partners

Creative Directors – Damon O’Leary & Dave Nash

Head of Planning – Tania Stevenson

GAD’s – Dennis Carroll & Jamie McLean

Producer – Wictoria Markula



Media Director: Deb Brown



Director:  Brooke Benton

DOP: Crighton Bone

Producer: Jess Milne

PM: Leah Oram

PM is Sarah Spurway


Liquid Studios:

Composer: Peter Van Der Fluit

Sound Engineer – Craig Matuschka

Producer: Tamara Oneill



Colourist: Pete Richie

Editor: Nigel Mortimer

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