All Right is an initiative of the Mental Health Foundation and Community and Public Health at Canterbury District Health Board.
The planning group came to us with some fantastic research and an inspirational goal: to maintain and increase the wellbeing of people in Canterbury. The need was huge - in the two years since major earthquakes damaged the region, research showed that many people felt stuck, confused, scared and frustrated. Having survived a natural disaster, adrenalin was slowly turning to exhaustion and negativity as progress stalled and the rest of New Zealand moved on.
Make was tasked with creating a brand that would reach 'regular people'. People who usually just 'get by' and get on with things. Basically people like us. The copers, the hard workers. We realised immediately that whatever we did the campaign had to feel 'real' and highly focused on Canterbrury. It also needed to be reflective and allow people to draw their own conclusions. It couldn't be preachy, know it all or unrealistically positive.
We came up with All Right? - an open question that would become the name and core element of the project. In everything we did we tried to capture the idea of self-reflection, discovery and asking questions. All Right isn't a campaign with the answers, it's a campaign that validates what we are all going through and helps individuals remember the things that help.
Two serious earthquakes in six months pose a massive challenge to people's faith. Recover Canterbury and Canterbury Development Corporation wanted to inspire people to feel positive about Christchurch and its future. Make came up with a warm, direct campaign featuring prominent and iconic people and businesses based on the simple idea of loving Christchurch. Each creative featured a different candid portrait and a simple message. By keeping the statements personal we avoided sounding ‘preachy’ while giving the campaign credibility.
The University of Canterbury approached us with a fairly tricky project; get UC students to create videos and hand them over to be used for marketing purposes. We were concerned the effort for students would be too high to see a successful result. Expecting busy (and apathetic) students to shoot, edit and produce a video was a recipe for failure.
After much head scratching we struck on an idea. If we could take away the need for technical skill, gear, time and even the need to edit, we might remove the barriers to entry. We also hoped that by imposing heavy restrictions on what students had to do we would allow them the freedom to focus just on the content and nothing else.
We narrowed it down to the simplest video imaginable; a 360 degree, single shot panorama, shot on a smart phone. The UC360 was born.
From there we created a range of collateral with a focus on fun ambient solutions on campus. This included floor and wall die-cut graphics, flyers that spun around, large posters, and advertising in the student magazine, Canta. All material focused on the great prizes on offer and the simplicity of entering.
Behind the scenes we teamed up with Sons & Co to build a video hosting and encoding solution that would allow students to upload videos and enter the competition straight from their phone - further reducing friction.
Finally we created our very own UC360 promo video with local director, Dan Watson. We went to town with a single shot all singing, all dancing video which was viewed by nearly half of all students at university.
The results exceeded both ours and the client's expectations with over 170 videos being submitted in four weeks. The videos are a wild insight into the variety and outright fun of the student experience at UC.
Following the Christchurch earthquakes NZI responded quickly to help business get back up and running. We created several compelling case studies to reassure customers that progress was being made and NZI was still here to help.
The Ilam Apartments at UC are great. They're modern, warm, close to campus, have fast internet and can be set up however you like. Problem was, there was a perception that the flats were just for international and post-grad students and, worse, that students couldn't have any fun there. Non of that was true, but it didn't matter when it came time for students to find a flat.
We were asked to create a campaign to change perceptions around the flats and really get them on the map with current students. Our solution was a campaign that took the vehicle of flat passive aggression (the lowly post-it) and, in a very tongue-in-cheek manner, turned it into a symbol of how great life could be in a better flat.
Our implication through all collateral produced was that students would have all the fun of a regular flat, just with out the bitterness and pain caused by the downsides to regular flats (cold, damp, mess, missed rent payments etc).
We used the unique environment of the campus to have some fun with giant printed post its, funny images from inside the flats, posters, Adshels and ads in the student rag, Canta. We also created a campaign site that received steady traffic from day one.
Campus Living opted to provide a number of rooms at a reduced rate to launch the campaign. Within two weeks of launch all of these rooms were sold out and within six weeks they were completely sold out of all rooms for 2013. Not a bad result.
Trade Aid have been a staple of the New Zealand development scene since the early 1970s with gradual growth from humble beginnings in Christchurch to over thirty retail stores, a thriving wholesale coffee business and a burgeoning online presence. The Trade Aid brand was beginning to show its age and was perceived by many customers as being too complicated, complex and guilt-inducing. Trade Aid turned to Make to help them find a way forward.
We quickly realised that the existing logo had plenty of life left in it and so subtly revised and simplified it, bringing back some of the original retro heritage. In conjunction with the logo change, Make created simple brand statements that captured what Trade Aid is all about including a new tagline, ‘hand made change’.
Trade Aid’s mandate for sustainability and fair trade provided the backdrop for the design, materials and production choices. As part of the process Make provided a new modular architectural concept for Trade Aid’s stores that could be produced using recycled materials in the Trade Aid supply chain. Additionally, new templates for all collateral, a brand book and brand manual, and new in-store and point of sale materials were created for the roll out of the new branding across New Zealand.
As part of their Economic Development Strategy, Canterbury Development Corporation commissioned this series of videos to show the diverse nature of Canterbury Businesses. The videos aimed to take a candid and cinematic view of four innovative businesses in the region.
Canta is the official magazine of the University of Canterbury Student's Association. With a hungry on campus print readership the UCSA asked Make to help them realise their vision for a connected online edition of the magazine. We teamed up with Sons & Co to deliver a visually striking website with custom layouts, beautiful typography and social connectivity.
The site went on to win Best Website at the Aotearoa Student Press Awards and a prestigious Gold at the Best Awards.
EQC had to grow rapidly following the major earthquakes in Christchurch. Consequently it wasn’t well prepared for the barrage of claims, questions and ultimately criticism that would come from the 160,000 customers that literally appeared overnight. The existing brand was overly bureaucratic and unfriendly, only serving to heighten customers feelings of discontent.
We won the pitch for EQC’s work by offering the right combination of great Christchurch-based account management, a gentle refresh of EQC’s brand, high value media buying, and great concepts for simplifying EQC’s complex messaging.
Pictured here are a few shots from the Sorted for Summer campaign. The campaign was highly successful in helping EQC reach its goal of paying the vast majority of contents claims by Christmas 2011.
Campus Living asked us to provide material for promoting Uni Hall to potential first-year students currently at high school. We identified that the jump from high-school (and living at home) to university (and living in a hall or flat) is a big time of change for students. There are feelings of nostalgia, fear of not fitting in, desire to be 'grown up', and concern about leaving home. We wanted our messages to feel real and relevant, adult and reassuring.
We created a campaign microsite with just the information they specifically needed, a promotional video with current students and a series of online ads.
We were also tasked with creating a print campaign to speak directly to parents. Our creative aim to have a little fun while reassuring parents that their kids were in safe hands.