Breaking the ice (cream) with Bastion Shine

In a move to highlight the importance of mental health, creative consultancy Bastion Shine has teamed up with New Zealand ice cream brand Tip Top for Mental Health Awareness Week (Sept 26 to Oct 2).

Through this campaign and as a Mental Health Foundation of New Zealand partner, Tip Top is encouraging New Zealanders to reconnect with each other, because the small kōrero can make a big difference to wellbeing.

The campaign sees a series of positive messages delivered across social via Bastion Amplify and outdoor channels with a playful wink to some of Tip Top’s favourite ice creams.

The messages – including ‘Break the ice’, ‘It’s good to be soft’ and ‘Life’s full of Rocky Roads’ so ‘Reconnect this Mental Health Awareness Week’ – are designed to help normalise reconnecting with the people and places that lift us up in order to build meaningful connections.

To help people open up in person, Bastion Shine has also created a Tip Top pop-up, inviting Kiwis to ‘Share a free ice cream and share what’s on your mind’ over a kōrero with a friend at an activation in Auckland’s Takutai Square Britomart on 30 September.

“Each message reminds people of the importance of connecting with others, having a kōrero and encouraging our loved ones to be themselves – because sometimes we all need a little reminder of how to stay ‘Tip Top’,” Jo Taylor, Group Business Director at Bastion Shine says.

Credits 

Agency: Bastion Shine

Bastion Creative NZ
Chief Creative Officer: Richard Maddocks

Creative Director: Dom Antelme

Art Director: Clem de Ruiter

Writer: Phoebe Chetwynd-Talbot

Creative Technologist: Matt Elwood

Head of Design: Danny Carlsen

Design Team: Kuljit Kaur, Dan Sulit, Hannah Christensen, John Pelasio

Content Creator: Dylan Fraser-List

Group Business Director: Jo Taylor

Business Director: Aimee Scopes

Business Manager: Jonny Haydon

Bastion Amplify NZ

General Manager: Jo James

Social Media Manager: Mac Mayerhofler

Client: Tip Top 

Head of Marketing: Mel McKenzie

Mental Health Foundation

Senior Fundraising Manager: Alanna Ramsay

Bastion departments involved

[Creative and Design] [Amplify Social & Experience]

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