LIC
TVC’s 2022
Creative Direction
Copywriting
Production
LIC has an intimate understanding of the unprecedented rate of change in technology, genetics, environmental management and changing public sentiment towards farming in NZ. As one of the most sustainable dairy producers in the world, farmers and industry alike are committed to constant improvement.
GOAL
The new tagline 'There's always room for improvement' has been extremely well received by staff and farmers alike. It positions LIC as an organisation that is never satisfied with the status quo and always looking for new opportunities to improve New Zealand’s herds, farms and businesses. We were tasked with reinforcing the new brand positioning of 'Continuous Improvement' by bringing it to life as two brand videos.
STRATEGY
Leaning into emotion to engage. We created two brand videos using the idea of ‘succession’ to reinforce the brand positioning and represent LIC’s ongoing commitment to New Zealand’s dairy future, as well as the constant improvements they have and will continue to make, generation after generation.
RESULT
Both of these TVC’s connected directly with farmers who commented that they felt like a genuine and positive look into their lives. They drove positive sentiment while building an understanding of the commitment the LIC brand has to working for the future generations of Kiwi farmers in Aotearoa.