Platforms

I put this famous one first. Back in 98 at M&C Saatchi we pitched for Tourism NZ. On a flight to Queenstown for 'research' I looked at the water container I was holding. It said 'Pure New Zealand water'. I showed it to the english art director sitting next to me who was part of the pitch team and said I thought it would be a great line. Now I didn't come up with the clever 100% bit. That was someone else. I also didn't do that campaign that won the pitch. My vision for Pure New Zealand was that it was more than the obvious pretty scenery. I felt that when people come to NZ they have a more pure experience because there are less layers between the visitors and real kiwis. It felt like people leave having had a more pure holiday experience. Anyway, I left  M&C before the campaign came out and at the start it was all just pretty scenery.  But i still trade off the story.

The Four Square brand is all about convienience. When we introduced the 'What'll be today' platform a few years ago we weren't in a position to do it with  a telly ad. That came later. Instead,  we launched the platform with a radio campaign. But when you have a strong simple platform thought you can execute in any channel.