New Saatchi & Saatchi New Zealand campaign for L&P

Saatchi & Saatchi ECD, Antonio Navas, says that it was key to retain the iconic kiwi humour, but that the brand needed a more contemporary look and feel: "It's one of New Zealand's favourite brands, so the last thing we wanted to do was change it completely. We wanted to contemporise L&P in a way that still made everyone smile."

"The great thing about L&P is when you ask someone to describe the taste, they really can't put their finger on it. We had a lot of fun exploring this in the scripts, and trying to bring the taste to life in a more interesting way."

The new TV ads coincide with the Taste-a-liker, an online app that encourages the 190,000 strong Facebook community to suggest what L&P tastes like. Cinema, street posters and sampling will continue to drive the campaign across the summer.



Credits

• Client: Coca-Cola Amatil - L&P
  
• Client contact: Leigh Moss
  
• Executive creative director: Antonio Navas
  
• Creative directors: Corey Chalmers and Guy Roberts
  
• Art director: Arnya Karaitiana
  
• Copywriter: Phil Hickes
  
• Head of art: Mike Davison
  
• Designers: Sam Stradwick, Chris Leskovsek
  
• Group account director: Shelley Winsor
  
• Account director: Brodie Reid
  
• Account executive: Kylie Marsh
  
• Strategic planners: Murray Streets, Sarah Hodgetts
  
• TVP producer: Natasha Gill
  
• Executive digital producer: Haydn Thomsen
  
• Digital producer: Nick Pengelly
  
• Digital designer: David Hunter
  
• Director: Wade Shotter
  
• Production company: Flying Fish