New World - Make it or Fake it

We’re all battling out there, and we get it.

A brand campaign asking customers to confess to the shortcuts they use to get by. As NZ’s local supermarket, we understand these difficulties of modern life and are always there to lend a hand. No judgement.

Created alongside OOH where we asked people to share their confessions which drew hundreds of submissions.

And we created a version of the campaign to celebrate the corners you cut around Christmas time too.