KiwiPlates launches new brand campaign via Saatchi & Saatchi

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Saatchi & Saatchi has launched a new brand campaign for KiwiPlates, encouraging Kiwis to embrace whatever they’re into and “own it” with a personalised plate. 

The campaign will run across TV, digital and social and includes a new-look website and logo – also designed by Saatchi & Saatchi.

Saatchi & Saatchi CCO Toby Talbot said, “We found that for every person who had their initials, their make of car or their nickname on a personalised plate, there were just as many with a plate that told a story, an in-joke, a passion.

“This idea is about challenging Kiwis to get out there and ‘own it’. Immortalise their own story and their own personality through their very own plate.

Saatchi & Saatchi was appointed by KiwiPlates in March this year.

KiwiPlates GM Mark Wilson said, “New Zealanders are an eccentric bunch, but we play it pretty close to our chest. Every one of us leads different and interesting lives and has a different story to tell.  Personalised plates allow you express whatever you’re into whether it’s a sport, hobby, passion, business or nickname.

“The Saatchi & Saatchi team have done a great job of bringing this to life through our new campaign”.


Client: KiwiPlates
General Manager: Mark Wilson
Marketing Manager: Karl Plank
Digital Marketing Executive: Amanda Akabane Marques
Marketing Coordinator: Christie McPherson
Creative Agency: Saatchi & Saatchi
Production Company: Thick as Thieves
Director: Sean Wallace
Audio: Franklin Road
Music: Reuben Winter
Media: Zeinth

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