We’re always excited when a brief comes through the door as big as this. Pushing boundaries is in our DNA, even more so when we’re faced with challenges that we (or anyone) has faced before. We live for bringing eye popping, unique campaigns to the streets of New Zealand.
This time, the Mac is back in Auckland, and what better place to locate the main feature of their Ginger Giant campaign than K Road, arguably one of the most vibrant streets in the southern hemisphere (a little bias, maybe).
Of late, it’s been nothing but giant briefs through the door for our Custom Shop team. For us, Custom Shop means from scratch, to mind bending, one of a kind, showstoppers. It means blending paper, paste, paint, and now giant ginger hands.
The backdrop to this campaign, a stunning mural that introduces the mythical ‘Ginger Giant’ to the city.
This isn’t just any mural—it’s a dynamic piece of art that blends seamlessly with the eclectic vibe of K’ Road while standing out as a testament to the creative energy of our team and the mysticism of the Ginger Giant himself. We wanted to create something that wasn’t just a backdrop but an integral part of the community’s visual landscape.
But the mural is just the beginning.
To ensure the ‘Ginger Giant’ made its mark, we also rolled out a large-scale street poster campaign. These posters are strategically placed to catch the eye of anyone passing through this cultural hub, making Mac’s new drink impossible to miss. It’s all about spreading the message far and wide, inviting everyone to experience what Mac’s Brewery has to offer.
And then there’s the piece de resistance—the enormous ginger hands, mysteriously creeping out from behind the campaign. These hands add an element of intrigue and playfulness, inviting passersby to engage with the legendary creature we’ve brought to life. It’s these little (or big) touches that make a campaign memorable and create a connection between the brand and the audience.
Working on the ‘Ginger Giant’ campaign has been a real thrill for our team. Katrina Steck, our Special Builds and Network Maintenance Manager, sums it up perfectly: “Our custom shop build team really enjoyed working with local super talented artists so that we could make this whacky, eye-catching campaign. Putting it up on Karangahape Road was the perfect idea, and we got a lot of really positive feedback from people walking or driving past. That’s always how I know we’ve done something extraordinary is if the public chimes in because they love the work.”
By blending art, culture, and advertising, we create experiences that resonate with both the brand and the community.
We’re stoked with this project, and we can’t wait to see how the Ginger Giant will inspire and delight everyone who encounters it on K’ Road.
Cheers to creativity, collaboration, and, of course, the legendary Ginger Giant!