Work
It’s early days so strictly speaking, we haven’t yet completed any work as The Chiddingfolds. However the work below should give you some idea of our capabilities.
Metlifecare
Most retirement home ads feel like a slow pan to a headstone. About the only thing missing is Jim Morrison droning This is the end.
The world didn’t need another of those campaigns, and neither did Metlifecare. So for their 2025 campaign, we spoke not so much to age as to mindset — people unwilling to see trimming a hedge as the high point of their existence.
The campaign was built around a simple idea: you don’t stop doing things because you get old, you get old because you stop doing things. All brought together with the call to Never Stop.
Created in partnership with the wonderful people at Choir.
Countdown
Onecard/TheCount
“OK, so the client’s name is Countdown and the proposition is Make Every Dollar Count.
Anyone got any ideas about a character we might use?”
“Um, how about Skeletor?”
“You’re fired.”
Fresh
Top and tail of how Countdown’s Fresh comms evolved over the years. We came out of the gate telling the story about Countdown’s relationship with growers all over New Zealand. Then once that was firmly established and underpinned with 3.4 trillion seasonal and retail campaigns, we waxed a tad more philosophical and emotional with the notion that Every Day’s a Fresh Day. Lovely cover of Morning Has Broken courtesy of Pete van der Fluit at Liquid Studios and New Zealand-based polka-and-sea-shanty sensation Tom Cunliffe.
Liquor
In these dark and troubled times, it’s reassuring to know that the people of New Zealand can still get on it. Because thanks to Countdown’s Grog Department, you can get as full as a tick for pretty much bugger-all.
No Ugly
Over the years, I kept bumping into Aaron Taylor at various agencies, when he was expensivelancing as a suit. Not sure if it was my imagination, but at some places it seemed he had a knack for getting on the wrong side of the Sith Lords running the show — mostly for failing to imbibe their particular flavour of Kool-Aid as snivellingly as expected.
That, and being perhaps a tad too fond of the notion that creative work should contain a modicum of creativity.
So I was not entirely unchuffed when he and his better half Jo asked me to help create a tone of voice for their (now not so) fledgling brand, No Ugly.
SKY TV
Mike Watson. What a client.
Campaign for the Denzel Washington movie DejaVu.
Campaign for the Denzel Washington movie DejaVu.
Campaign for the Denzel Washington movie DejaVu.
VW
Finance Director was the first ad I wrote after arriving at DDB and the only TVC from New Zealand to pick up a Lion that year. So there.
Pathfinder. Stupid movie, stupid poster.
Stihl
A man risks life and limb to save his beloved brother.
McDonald’s
When I started working on McDonald’s it was at a critical point in its a history. The company was midway through a full-scale reinvention — across menu, operations, sourcing, the lot. And then Morgan Spurlock happens along with Supersize Me.
You know the one. Bloke eats everything in sight for a month. Turns into a fat bastard. And it's someone else’s fault.
McDonald’s was getting hammered in the media, and it was time to tell their side of the story. After an initial campaign that put to rest some of the myths (pig fat in thick shakes, weapons-grade plutonium in nuggets, patties made from the remains of missing children), this work focused on what the company was doing — from sourcing to sustainability to new menu options.
Top Saving Tips - A little-known fact about McDonalds is that they offer financial advice.
NZ Police
Do you care enough to be a cop?
We created a series of social experiments that smashed perceptions of what it means to be a cop.
Along with all previous recruitment records.
3.9 million views on the NZ Police recruitment page.
41% female applicants.
45% ethnic applicants.
And an estimated global reach of over 60 million.
The campaign landed the NZ Police account for Ogilvy and was in pre-production within days of the pitch.
Work
It’s early days so strictly speaking, we haven’t yet completed any work as The Chiddingfolds. However the work below should give you some idea of our capabilities.
Metlifecare
Most retirement home ads feel like a slow pan to a headstone. About the only thing missing is Jim Morrison droning This is the end.
The world didn’t need another of those campaigns, and neither did Metlifecare. So for their 2025 campaign, we spoke not so much to age as to mindset — people unwilling to see trimming a hedge as the high point of their existence.
The campaign was built around a simple idea: you don’t stop doing things because you get old, you get old because you stop doing things. All brought together with the call to Never Stop.
Created in partnership with the wonderful people at Choir.
Countdown
Onecard/TheCount
“OK, so the client’s name is Countdown and the proposition is Make Every Dollar Count.
Anyone got any ideas about a character we might use?”
“Um, how about Skeletor?”
“You’re fired.”
Fresh
Top and tail of how Countdown’s Fresh comms evolved over the years. We came out of the gate telling the story about Countdown’s relationship with growers all over New Zealand. Then once that was firmly established and underpinned with 3.4 trillion seasonal and retail campaigns, we waxed a tad more philosophical and emotional with the notion that Every Day’s a Fresh Day. Lovely cover of Morning Has Broken courtesy of Pete van der Fluit at Liquid Studios and New Zealand-based polka-and-sea-shanty sensation Tom Cunliffe.
Liquor
In these dark and troubled times, it’s reassuring to know that the people of New Zealand can still get on it. Because thanks to Countdown’s Grog Department, you can get as full as a tick for pretty much bugger-all.
No Ugly
Over the years, I kept bumping into Aaron Taylor at various agencies, when he was expensivelancing as a suit. Not sure if it was my imagination, but at some places it seemed he had a knack for getting on the wrong side of the Sith Lords running the show — mostly for failing to imbibe their particular flavour of Kool-Aid as snivellingly as expected.
That, and being perhaps a tad too fond of the notion that creative work should contain a modicum of creativity.
So I was not entirely unchuffed when he and his better half Jo asked me to help create a tone of voice for their (now not so) fledgling brand, No Ugly.
SKY TV
Mike Watson. What a client.
Campaign for the Denzel Washington movie DejaVu.
Campaign for the Denzel Washington movie DejaVu.
Campaign for the Denzel Washington movie DejaVu.
VW
Finance Director was the first ad I wrote after arriving at DDB and the only TVC from New Zealand to pick up a Lion that year. So there.
Pathfinder. Stupid movie, stupid poster.
Stihl
A man risks life and limb to save his beloved brother.
McDonald’s
When I started working on McDonald’s it was at a critical point in its a history. The company was midway through a full-scale reinvention — across menu, operations, sourcing, the lot. And then Morgan Spurlock happens along with Supersize Me.
You know the one. Bloke eats everything in sight for a month. Turns into a fat bastard. And it's someone else’s fault.
McDonald’s was getting hammered in the media, and it was time to tell their side of the story. After an initial campaign that put to rest some of the myths (pig fat in thick shakes, weapons-grade plutonium in nuggets, patties made from the remains of missing children), this work focused on what the company was doing — from sourcing to sustainability to new menu options.
Top Saving Tips - A little-known fact about McDonalds is that they offer financial advice.
NZ Police
Do you care enough to be a cop?
We created a series of social experiments that smashed perceptions of what it means to be a cop.
Along with all previous recruitment records.
3.9 million views on the NZ Police recruitment page.
41% female applicants.
45% ethnic applicants.
And an estimated global reach of over 60 million.
The campaign landed the NZ Police account for Ogilvy and was in pre-production within days of the pitch.
Work
It’s early days so strictly speaking, we haven’t yet completed any work as The Chiddingfolds. However the work below should give you some idea of our capabilities.
Metlifecare
Most retirement home ads feel like a slow pan to a headstone. About the only thing missing is Jim Morrison droning This is the end.
The world didn’t need another of those campaigns, and neither did Metlifecare. So for their 2025 campaign, we spoke not so much to age as to mindset — people unwilling to see trimming a hedge as the high point of their existence.
The campaign was built around a simple idea: you don’t stop doing things because you get old, you get old because you stop doing things. All brought together with the call to Never Stop.
Created in partnership with the wonderful people at Choir.
Countdown
Onecard/TheCount
“OK, so the client’s name is Countdown and the proposition is Make Every Dollar Count.
Anyone got any ideas about a character we might use?”
“Um, how about Skeletor?”
“You’re fired.”
Fresh
Top and tail of how Countdown’s Fresh comms evolved over the years. We came out of the gate telling the story about Countdown’s relationship with growers all over New Zealand. Then once that was firmly established and underpinned with 3.4 trillion seasonal and retail campaigns, we waxed a tad more philosophical and emotional with the notion that Every Day’s a Fresh Day. Lovely cover of Morning Has Broken courtesy of Pete van der Fluit at Liquid Studios and New Zealand-based polka-and-sea-shanty sensation Tom Cunliffe.
Liquor
In these dark and troubled times, it’s reassuring to know that the people of New Zealand can still get on it. Because thanks to Countdown’s Grog Department, you can get as full as a tick for pretty much bugger-all.
No Ugly
Over the years, I kept bumping into Aaron Taylor at various agencies, when he was expensivelancing as a suit. Not sure if it was my imagination, but at some places it seemed he had a knack for getting on the wrong side of the Sith Lords running the show — mostly for failing to imbibe their particular flavour of Kool-Aid as snivellingly as expected.
That, and being perhaps a tad too fond of the notion that creative work should contain a modicum of creativity.
So I was not entirely unchuffed when he and his better half Jo asked me to help create a tone of voice for their (now not so) fledgling brand, No Ugly.
SKY TV
Mike Watson. What a client.
Campaign for the Denzel Washington movie DejaVu.
Campaign for the Denzel Washington movie DejaVu.
Campaign for the Denzel Washington movie DejaVu.
VW
Finance Director was the first ad I wrote after arriving at DDB and the only TVC from New Zealand to pick up a Lion that year. So there.
Pathfinder. Stupid movie, stupid poster.
Stihl
A man risks life and limb to save his beloved brother.
McDonald’s
When I started working on McDonald’s it was at a critical point in its a history. The company was midway through a full-scale reinvention — across menu, operations, sourcing, the lot. And then Morgan Spurlock happens along with Supersize Me.
You know the one. Bloke eats everything in sight for a month. Turns into a fat bastard. And it's someone else’s fault.
McDonald’s was getting hammered in the media, and it was time to tell their side of the story. After an initial campaign that put to rest some of the myths (pig fat in thick shakes, weapons-grade plutonium in nuggets, patties made from the remains of missing children), this work focused on what the company was doing — from sourcing to sustainability to new menu options.
Top Saving Tips - A little-known fact about McDonalds is that they offer financial advice.
NZ Police
Do you care enough to be a cop?
We created a series of social experiments that smashed perceptions of what it means to be a cop.
Along with all previous recruitment records.
3.9 million views on the NZ Police recruitment page.
41% female applicants.
45% ethnic applicants.
And an estimated global reach of over 60 million.
The campaign landed the NZ Police account for Ogilvy and was in pre-production within days of the pitch.