Graphic

Strategy Creative 147 Kindness Spread — Spread Kindness

Finalist
2022 Packaging
Credits
  • Pou Auaha / Creative Directors
    Oliver Ward, Fraser Callaway, Matt Innes
  • Ngā Kaimahi / Team Members
    Mark Wilson, Mike Peters, Vincent Owen, Chrissie Malloch, Alexandra Leckie
  • Kaitautoko / Contributors
    Fix & Fogg, Fresh As, Bluestar, W-rapt, Nicole Murray
  • Client
    Good Bitches Baking
Description:

Good Bitches Baking (GBB) is a charitable organisation made up of thousands of Kiwis who through baking, show kindness to those having a tough time in their communities. Their mission is to bake Aotearoa into the kindest place on earth.

GBB is built on two fundamental insights. One - Everyday Kiwis are kind. Two - Kindness spreads smiles.

So, 'World Kindness Day' is kind of a big deal (see what we did there). Our sweet idea (sorry, not sorry) was to align it with the charity’s major annual appeal 'Good Bitches Baking 2020 World Kindness Day Campaign'. A mouthful we know, but boy it leaves a good aftertaste.

Taking the brief literally “Can you guys help us spread kindness?”, we created the Kindness Spread. Peanut-butter pals, Fix & Fogg, were up for the challenge and the bitch’nest team was born.

Together we created 500x, extremely sought after, jars of kindness. But, more importantly we started a movement. A movement to manifest and spread kindness.