Auckland-based creative agency Concoction has brought to life the power of a natural product through the ideation and creation of a highly anticipated campaign for outdoor timber specialists, Goldpine.
A campaign in disguise, ‘Born from Nature’ cuts through the usual advertising noise with beautiful imagery and powerful messaging. With a growing focus on climate change and the role of carbon, Concoction’s creative strategy focuses on the sustainability aspects of their client’s business by highlighting the power of wood and its ability to sequester carbon and lock it away from the atmosphere.
“What better way to communicate the benefits of a natural product than by creating a nature documentary with the product as the hero character, telling the story of its life from tree to post and the hard work it does to capture carbon,” says Founder and Creative Director Tim Eggers.
Concoction has been working with the Nelson-based, family-owned business since 2015. Goldpine, who have been part of New Zealand’s agricultural industry for over 40 years, partnered with Concoction who have refined their brand positioning, messaging, and marketing, which has helped amplify Goldpine’s growth and enabled them to invest in developing new products. The agency marries strategic direction with reputability, firmly positioning Goldpine as a trusted industry leader within New Zealand’s rural community.
The campaign will be displayed across New Zealand through TVNZ and YouTube pre-roll, OOH, digital activations and social media.
Credits:
Client: Goldpine
Agency: Concoction
Creative Director: Tim Eggers
Lead Creative & Producer: Helen Clegg
Creative: Sophia Dyer
Scriptwriter: Shannon Laugesen
Senior Designer: Jeremy Clark
Photographer: Finn Cochran
DOP: Ryan Alexander Lloyd
1st AC: Kirsten Green
Editor: Tayne Turner
Grade: Jonny Goosman
Sound: Jason Fox @ Industry Studio
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