BRANDING
After sounding the client out in a meeting, we discovered he was quite open to a digital element in his advertising. "Frames and trusses you can trust" was derived from my original line: "A truss you can trust; a frame worthy of the name". Three stage rotating banner was designed by Vladimir Nanevski.
STRATEGY
The Carl's Junior ad was written as a branding spec commercial to play in the Auckland market. The male-oriented hip hop theme was considered right for the target market. Sadly, it was never used as Carl's Junior is an agency client.
iIn February 2016, I flew to NZME Central in Auckland for two days. The plan was to work collaboratively with Dave Gear and Alex Bain from the Auckland team and Richie Russell from the Wellington team on an integrated project for Easter. The result was "The Longest Long Weekend", a campaign encouraging people to prepare for the Easter holiday weekend. We used radio, digital and print through the New Zealand Herald and collaborated with GrabOne.
The results - as you can see above - were impressive.