Ogilvy’s up to nothing much for L&P

Ogilvy Auckland’s new summer campaign to relaunch New Zealand’s iconic L&Pbrand is, well, nothing much. Aimed at young people, L&P has afight on its hands competing with a huge variety of other drink brands.So it’s decided to target the unique occasion when people like to drinkL&P.

VIEW THE SPOT

According to Ogilvy Executive Creative Damon O’Leary, “This uniqueoccasion is when you’re hanging out with your mates and doing nothingin particular, so, naturally, the punch line in the L&P ad is thephrase,  “There’s nothing much like L&P when you’re doing nothingmuch”.

Launchingthis week with TVCs, Adshels, dairy and street posters and billboards,O’Leary says, “For the first time everI was impressed with our creatives doing nothing much.”

In anage where energy drinks are throwing guys out of planes and off bungyplatforms, L&P takes an ironic approach. They’re positioning it asthe drink for guys who are busy doing nothing much.

Now thereare almost 20,000 people doing nothing much, ‘liking’ Lemon &Paeroa on Facebook, which is a pretty good turnout on-line for a localbrand.

Credits

Executive Creative Director – Damon O’Leary

Group Creative Head – Darran Wong Kam

Senior Copywriter – Ben Pegler

Creatives – Adam Barnes & James O’Sullivan

Agency Producer – Jane Mill

Director – Steve Saussey

Producer – Ron Redel

Editor – Jonathan Venz

Typography – Sam  Cox

Graphics – Martin Spencer, Trajano Leydet

Audio/SFX – Liquid Studios

Head of Planning – Rupert Price

Strategic Planner – Anna Gunnell

Client Service Director – Nikki McKelvie

Account Director – Saya Tran

Senior Account Manager – Posey Wall

Account Executive – Katie Grove

Client (Coca-Cola Amatil – L&P)

Marketing Manager – Leigh Moss/Kylie Gallagher

Senior Brand Manager – Leigh Benvie