Seventh Generation
Save The Wetlands - Activation Spot
Seventh Generation’s plant-based products were launched in New Zealand in late 2018. However, while having a strong foothold in the US and UK ‘eco markets’, the NZ market posed a challenge for them as they faced stiff competition against an established local eco brand that was well regarded by kiwis.
Beyond promoting their products, they wanted to get more involved in New Zealand’s efforts towards sustainability by supporting a local initiative that endeavored to clean up and restore its problematic waterways.
To kick off the campaign, the client required an ‘engaging and accessible’ call to action spot, and a script that complemented Seventh Generation’s quirky TV commercials featuring Maya Rudolph.
So we enlisted a local ambassador that kiwis could trust and relate to, to promote this message and encourage New Zealanders to get behind the movement - comedian actress Madeleine Sami - who shared the activity across her own social media platform.
People loved the irreverent call out and message, with donations coming in almost immediately after posting!