The Sweet Shop makes Creativity Top 30

NZheadquartered The Sweet Shop is the only Australasian productioncompany included in Creativity’s annual list of top production players.Says Creativity: These 30 companies are responsible for realizing thebest ideas across multiple platforms in a year that was especiallychallenging from a creative and a business standpoint. In some cases,they’re also busy reinventing the production process and their ownbusiness models to address a changing brand-creativity landscape.

Creativity has this to say about The Sweet Shop: New Zealand-headquartered The Sweet Shopembarked on a global expansion this year, bringing in former Propagandaand then Partizan frontman Steve Dickstein as its fourth partner andglobal president/managing partner to kickstart worldwide growth. Hissigning was followed by a spate of director additions from around theworld, including Japan’s Mr. Hide, a former Takashi Murakamicollaborator, Spain’s Sega, New York-based Paul Goldman, U.K.’s BenQuinn, L.A.-based Peter Martin, and New York-based Paul Goldman,Margaret & Joy and David Gaddie.

The majority of the shop’sstandout work came from its home territory–highlights include SteveAyson’s series of laffers for the New Zealand Lotto, his “Dove Love”spot for Pure Blonde and Noah Marshall’s “Wrecking Balls” Fresh ‘nFruity yogurt spot out of Colenso BBDO.

But the company has started todig into local territory as well, as seen with Mr. Hide’s whimsical andubiquitous Toyota spots out of Saatchi L.A., in which people are thepixels in a seemingly animated world. On the interactive tip, thecompany’s digital sibling company The Rumpus Room orchestrated themassive “Amplichoir” worldwide chorus effort for Dell, out of Mother,London.