Graphic

Strategy Creative 147 Kindness Spread — Spread Kindness

2022 Self Promotion
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:

2020 and 2021 were tough.
Like really tough.
Overt, in your face self promotion didn’t sit right with us. Initially we thought about donating that budget line item to charity. Good Bitches Baking (GBB), a charitable organisation who through baking, show kindness to those having a tough time in their communities was top of the list. A couple of calls later and a comment piqued our interest “Can you guys help us spread kindness?”. Donating turned into designing.

GBB’s mission is to bake Aotearoa into the kindest place on earth. 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 very literally we created a Kindness Spread to spread kindness. Thankfully, 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.

As all work was completed pro bono, GBB were like, “hey what about your logo and some self promo?”