EightyOne, MBM & Assembly create big pink loveable thing for Powershop

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AUCKLAND, Today: In the latest brand campaign from the team at Powershop, EightyOne, Assembly and MBM we see a typical Powershop customer in a not so typical relationship.

The campaign explores the “unique feeling and experience” a customer can have with Powershop, a company that has always prided itself on being “relatable, distinctive and for the people”. 

EightyOne ECD Chris Bleackley said: “With great power comes great responsibility, so when we were asked to create a campaign showing Powershop’s unique customer relationship, we decided to challenge the status quo of the category.

“EightyOne and Assembly personified the relationship between Powershop and a customer beautifully.”

“We agreed to try and make the mundane a bit magical and the team at Assembly have helped us bring this big pink loveable thing to life.”

Assembly co-founder/director Damon Duncan said: “We loved the challenge of bringing this character to life on screen. Great scripts from the team at EightyOne opened the door for an interesting execution of our personification of power.

“By building a suit made from over 1000 programmable LEDs we enabled our actress to work with animation in the scene and have its light interact with the surroundings. A grounded approach that allowed for subtlety and performance to shine through.”

Powershop brand manager Monique O’Malley said: “EightyOne and Assembly personified the relationship between Powershop and a customer beautifully, by incorporating those special nuances you experience in any happy relationship.”


Creative Agency: EightyOne
Head of Powershop: Margaret Cooney
Brand Manager: Monique O’Malley
Creative Lead: Nacho Sauri
Production Company: Assembly
Media Agency: MBM

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