The Feds leverage carpet’s ‘Kiwiness’

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Federation Auckland has created a new campaign for Cavalier Bremworth which positions them as the only NZ carpetmaker that manufactures 100% in NZ with NZ materials.

“We needed to create a visually compelling idea that brought to life the NZ quality story,” said Federation CD Matt Campbell.

“The campaign needed to be instantly recognisable in print, outdoor and on TV, unique and ownable – we wanted Kiwis to see the work, and think: ‘That’s Cav Brem’.”

In order to own Kiwiness in a charming and recognisable way, Federation created Wool-i-am, an animated sheep. The TVC follows Wool-i-am across NZ, from the farm, hitching a ride on a truck, through to the scouring, spinning, dying and tufting processes and on to quality control in the cutting room.

While the spot’s not going to win any creative awards, it does succeed in drawing strong attention to the carpet’s origins.

“The campaign, just like Cav Brem carpet, has also been made 100% in NZ, including the animation, music and visual production right down to the t-shirt manufacture, printing and diecast badge creation,” Campbell said.




Agency: Federation
Client Company: Cavalier Bremworth
Client/Contact: Desiree Keown
Account Director: Murray Reid
Creative Director: Matt Campbell
Writer: Matt Campbell, Clara McLaurin
Art Director: Matt Campbell, Duncan Wilson
Agency Producer: Peter Mayo
Illustration: Ross Murray
Production Company: The Craft Shop
Animation/VFX: Dan Short
Voice Over: Greg Johnson
Sound Design and Music: Bigpop Studios

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