Team Spirit

AUCKLAND, Today: Woodstock exists to celebrate fun in a world that has become serious, and to bring this to life TBWA\NZ has launched a new Woodstock brand campaign called That’s the Spirit.

The campaign shows three Kiwi mates hanging out and drinking Woodstock around their kitchen table, at a BBQ and at a house party all while parodying pop culture and each other.

TBWA\NZ chief creative officer Shane Bradnick said: “There seems to be lots of pressure on us all to be our ‘best’ selves all the time – eat well, sleep well and behave well – but sometimes you just want to have some fun and take a break from it all.

“The idea behind That’s the Spirit is that Woodstock doesn’t take itself too seriously, and neither should we.”

“This campaign celebrates the freedom to just be yourself – wearing what you like, saying what you like, drinking what you like and, in a world gone sensible, having some fun. That’s the idea behind That’s the Spirit.”

The campaign commences with a suite of new tvcs and will continue to roll out across other channels in the coming months.

Asahi NZ GM Oliver Downs said: “We’re celebrating the Kiwi Woodstock drinker and giving people permission to just chill, have fun with their mates and be themselves.

“The idea behind That’s the Spirit is that Woodstock doesn’t take itself too seriously, and neither should we.”

See also …

• Icy Bin & Evil Laugh below

CREDITS

Client: Asahi Beverages NZ
Agency: TBWA\Group NZ
Production: Scoundrel
Director: Luke Shanahan
Audio: Liquid Studios
Media Agency: OMD