Speight’s new campaign two years in the making

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Speight’s knows a thing or two about the Kiwi bloke, and if there’s one thing it can say about this remarkable kind of character, it’s that he’s there for his mates: to help build a deck, whack a shed together or simply have a cold beer and a barbie. 

So when a bloke asks who’ll give him a hand, what do his mates say?

“We will.”

Speight’s has launched a new nationwide campaign, We Will, featuring Little Henry, a not-so-little Kiwi fella who asks his mates to help him create his dream shed, and gets the response befitting a bunch of worthwhile blokes.

When the day’s yakka is over, it’s those same mates who are there to fire up the barbie and enjoy a cold Speight’s and a chinwag, too. Because that’s what it’s all about – helping your mates, and enjoying the good times that always come afterward.

This is a completely new campaign for Speight’s that’s been two years in the making, and in keeping with the core that drives what Speight’s does – a pride in knowing what matters.

It’s built around the Kiwi attitude that when a mate asks for help, the only response can be “yes”.

The TVC was filmed in Dunedin over three days in December 2014, and hits TV screens this Sunday (March 1).

Ben Wheeler, Category Marketing Director from Speight’s, says he wanted this campaign to show the understated bond between Kiwi men and their mates.

“When a mate needs a hand, great Kiwi blokes are the first to put their hat in the ring and front up – without any fuss or expectation of anything in return. We wanted to capture this Kiwi can-do attitude, and the way they chill out after a day’s work together – by sharing a cold Speight’s.”

DDB’s Scott Wallace, who was part of the team which created the We Will campaign, said: “This campaign captures the essence of ‘mateship’ by demonstrating that with real mates, there are no questions when someone needs a hand – just a thumbs up.”

“It’s what Speight’s is all about – the things that matter.”

The We Will campaign will run over winter, with further marketing activities across the year to help build Kiwi mens’ mateship – including a chance to win one of 10 Speight’s sheds.

 

CREDITS

LION

Marketing Director: Craig Baldie
Category Marketing Director: Beer Ben Wheeler
Assistant Brand Manager: Mainstream Beer: Amy Guy
Southern Man: Geoff Kidd
Speight’s Brewery Tour Manager & Brand Activation: Chris Snow

 

DDB

ECDs: Damon Stapleton, Shane Bradnick
CD: Chris Schofield, Creative Director
Senior Art Director:Toby Morris,
Senior Copywriter: Simone McMahon
Group Account Director: Scott Wallace
Account Director: Emma Guadagni
Account Executive: Claire Dommanget
Head of Planning: Lucinda Sherborne
Planner: Craig McLeod
Executive Agency Producer: Judy Thompson

 

GOOD OIL FILMS

Director: Fiona McGee
Producer: Claire Richards

 

ZENITH OPTIMEDIA

Group Business Director: Alex Lawson
Business Manager: Andrea Burke
Media Assistant: Michael Lee

 

YOUNG & SHAND

Client Service Director: Daniel Phillips
Strategy Director: Ian Howard
Account Director: Carolynn Easton
Senior Account Manager: Jesse Kelly
Producer: Guy Annan
Development Manager: Andrew Dover
Senior Interactive Media Designer: Michal Semela
Web Developers: Carol Carl, James Carppe

 

THE PR SHOP

Director: Pippa Lekner
Account Director: Alisa Keall-Grant
Account Manager: Tom Frankish


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