A cheeky splash that’s making waves

AUCKLAND, Yesterday: Crave Global’s latest campaign turns heads by putting broadcaster Sam Wallace in the spotlight. To earn his dream pool, Sam is taking on challenges dreamed up by the public—delivering a clever blend of fun and PR.

It all kicked off with Sam strapped to a Kingsland billboard during peak Auckland traffic, wearing bright orange speedos. His task? Sell a pool, with his release depending on the public’s participation.

Next, he’s set to row to Rangitoto Island in his signature orange swimwear, raising funds for a charity chosen by New Zealanders. The playful and community-driven campaign aims to keep audiences engaged.

Chris Connors, Managing Director of The PoolHouse, explains, “Following on from our successful brand launch last year, we wanted to create work that continued to push the boundaries of conventional pool category advertising. We wanted there to be something in it for the public as well as showcase our simple pool install process.”

“Our core aim for the brand is to create a community around The PoolHouse and continue to build a movement around pool culture for this thriving brand.” – Daniel Hopkirk

Daniel Hopkirk, Managing Director of Crave Global, adds, “Our core aim for the brand is to create a community around The PoolHouse and continue to build a movement around pool culture for this thriving brand.”

The campaign invites fans to suggest “wild pool-related challenges” for Sam through Instagram, sparking creative ideas like hosting the biggest water balloon fight in New Zealand or showing up at Parliament in orange speedos.

With over 8000 entries and 45,000 engagements so far, the contest has quickly gone viral. As Sam completes each challenge, he unlocks phases of his pool installation, adding excitement for both him and the fans.

The campaign evolves over a year, showing a fresh approach to brand partnerships. It’s all about creating mutual value for The PoolHouse and their enthusiastic ambassador.