UNIQUE SITUATION

The National Party approached The Pond on the recommendation of advertising agencies that have traditionally steered clear of election campaigns. The Pond model allowed flexibility of creative resources—a vital factor given the election date wasn't fixed until a month out.

CHALLENGE

Introduce swinging voters to John Key and new National Party policies.

SCOPE

Nationwide billboard, TV and radio campaign complete with new brand look and feel that reflected National's fresh, optimistic outlook. Campaign Manager, Stephen Joyce, already had the media, public relations, direct marketing and print production sorted. All he needed from us was an ad campaign.

TEAM

Five creative consultants including copywriter Glenn Jameson and designer Mikkel Johannessen. All five were dyed-in-the-wool National Party supporters, with more interest in politics than most other creatives put together (hard to believe but true!).

STRATEGY

Anticipating a worsening economic climate, the party strategy was to move away from old school election campaigns that simply attacked opposition party policies. Instead, the direction would be more optimistic, more inspirational and focus on fresh workable ideas to boost the economy.

CREATIVE SOLUTION

Running with the party line 'Choose a better future', we created a campaign that introduced John Key as an accessible statesman who is constantly on the move. This is a man who would listen to New Zealanders and lead them with constructive policies.

THE RESULTS

We delivered a full campaign on time, on brief. As it happened, National won the election comfortably (not that advertising hugely affected the outcome).