Press kit in an ‘official’ military style infection test (Personal Screening Protocol) for our targets to conduct before and after playing the game. As gamers who link the ‘Resistance Retribution’ game to their PS3 can ‘infect’ their PSP with added features – a unique feature of this game.

The kits consisted of a special PH test, gloves, mask, instruction manual and of course the PSP game sealed in a sterile container. A 100% coverage rate was achieved from the gaming journalist that the kits were hand-delivered to by our ‘Biohazard team’. It was featured live on New Zealand’s Channel 4 tv station. Gamefreaks, New Zealand’s leading games publication, gave Resistance Retribution a full page write-up that also went into detail about the press kit. One reviewer by his own accord uploaded his testing experience to YouTube and this was also featured as ‘Editors Pick’ on the landing page of stuff.co.nz. There was a ROI of $65 for every $1 spent on producing the packs.

Small Loud Enough kids’ earphone sets were packaged inside large cubes of polystyrene. These polystyrene cubes were hand delivered to key journalists. Upon opening there was the message ‘You can never be too careful’ and then they were directed to a website where they listened to a rap song about the product benefit – protecting kid’s ears from loud music – through the earphones.

Website for Showroom 22, New Zealand’s first fashion showroom and PR agency. Their clients include Karen Walker, ghd and Le Specs.

www.showroom22.com

Runner-up in the Fairfax Cannes Young Creatives competition. The brief was to “Create a newspaper ad that shows why newspapers are a more powerful advertising tool than other media”.

Headline: Ads are more powerful in a trusted source.

Endline: Put your faith in newspapers

Real jumper cables were hooked up to an actual pack of Milo to power the lights in the adshel. 

Ambient for Tamiya radio control models. 

With the help of a rubber band, this direct marketing piece to doctors demonstrate their patients’ stubborn resistance to a change in their inhaler.

A direct marketing piece sent out to advertise the upcoming Jim Beam MTV roadie competition. Recipients were asked to get the sound working by connecting the right wires together. If successful, the rest of the content would play through a hidden speaker on the card.