Dairy NZ
Here For The
Long Game
Project Category
Brand / Digital / Design
Agency
Proximity NZ (Clemenger BBDO)
Client
Dairy NZ
DairyNZ: Shaping a Sustainable Future
For many New Zealanders, the closest connection to the dairy industry is their morning flat white. To bridge this gap, DairyNZ launched a campaign that highlighted the dedication and hard work of local dairy farmers. New Zealand’s dairy sector leads the world in innovation and quality, but sustainability remains a complex and sensitive issue. This campaign sought to balance pride in progress with transparency about the ongoing journey toward improvement, while sharing a clear vision for the future.
The creative approach
To communicate these layered messages, we crafted a visually dynamic microsite that translated complex issues into an accessible and engaging format. Sustainability and innovation were brought to life through interactive collages, where vibrant, layered visuals added depth and excitement to the story. Each element was carefully designed to encourage exploration, making even the most intricate details easy to digest.
Extending the Message Across Channels
Beyond the microsite, the campaign featured an array of creative touchpoints, including a compelling TVC and dynamic motion visuals for targeted Twitch ads. By combining engaging storytelling with a bold visual style, we were able to cast a wide net and connect with a diverse audience.
The Twitch ads were a particular highlight for me. Designing motion graphics for such a unique platform was an exciting challenge that required a careful balance of attention-grabbing visuals and concise, impactful messaging. These ads captured the campaign’s vibrant tone, helping to spread the word about DairyNZ’s commitment to sustainability and innovation.
Impact
Through thoughtful design and a multi-channel approach, this campaign elevated DairyNZ’s message, turning a sensitive and complex topic into an engaging story of progress and ambition. By showing both the achievements and the aspirations of New Zealand’s dairy farmers, we helped create a dialogue about sustainability that feels honest, forward-thinking, and deeply connected to the community.