DDB spotlights those who kept it pure

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Los Angeles-based Kiwi Zane Lowe and Radio Hauraki co-founder Derek Lowe are the inspiration for the latest campaign from Steinlager Pure, celebrating the success of those who Keep It Pure.

The new TVC tells the story of Zane Lowe, whose father Derek Lowe was part of the revolution of the New Zealand music in the 1960s, launching (alongside M+AD ed David Gapes) the legendary pirate radio station Radio Hauraki.

Thanks to his father’s legacy, freedom in the music industry allowed Zane Lowe to embark on a successful career as a radio DJ, live DJ, record producer and TV presenter.

Michael Taylor from Lion says there is great synergy between the story of Derek and Zane Lowe and Steinlager Pure.

“Being one of the founders of Radio Hauraki, Derek Lowe pioneered the birth of commercial radio. Before Hauraki, what could be played on air was totally dictated by the New Zealand government. It was Derek’s fight to play the music of his choice that has allowed his son Zane to pursue what has become an incredibly successful career.

“They pioneered the birth of commercial radio. Before Hauraki, what could be played on air was totally dictated by the government.”

“Zane has interviewed some of the biggest names in music and helped to launch musicians such as Ed Sheeran and Mumford and Sons. He’s played at Coachella and Glastonbury, opened for the Foo Fighters and toured with Skrillex, The Prodigy and The Weekend.

“The success of both men comes down to being singleminded in their vision and unafraid to push boundaries, so this Keep It Pure story is inspired by true Kiwi pioneership. Derek Lowe inspired his son Zane to keep it pure through his experiences with Radio Hauraki, and we’re sure the Lowes will continue their own legacy of staying true to themselves.

“In sharing their story, we hope we can inspire more Kiwis to embody what both Steinlager Pure and Zane and Derek Lowe stand for – keep it pure, no compromise.”

Zane Lowe joins an impressive line up of Kiwis who have already joined the Steinlager Pure campaign, including William Trubridge, Taika Waititi and Harvey Keitel.

The new campaign will roll out with 6”, 15”, 30” and 60” versions on film, digital and OOH.


Client: Steinlager Pure
National Marketing Director: Craig Baldie
Category Marketing & Sponsorship Director: Beer, Ben Wheeler
Marketing Manager Premium Beer: Michael Taylor
Brand Manager Premium Beer: Kate Abercrombie

Creative Agency: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie
Art Director: Nicole Sykes
Art Director: Zac Lancaster
Senior Account Director: Jennifer Travers
Account Manager: Michael Doolan
Planning Director: Rupert Price
Executive Producer: Judy Thompson
Senior Agency Producer: Samantha Royal

Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Producer: Claire Kelly
Director: Tom Noakes
DOP: Ginny Loane
Offline Editor: Adam Wills
Post Production: Blockhead
Composer: Cam Ballantyne
Sound Mix: Craig Matuschka – Liquid Studios

Media: Zenith Optimedia
PR: The PR Shop
Digital: Young and Shand

Score Composer: Cam Ballantyne
Original Music: Let It Happen (Parker) performed by Tame Impala
Music Licensing: Jonathan Mihaljevich, Franklin Rd
Sound Mix: Craig Matuschka – Liquid Studios

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