A Neighbourhood Comes Together In True's First Work For Kiwi Mobile

Kiwi Mobile makes things better for New Zealand in new brand campaign via True. This is the first work following a competitive pitch at the end of 2024.

The brand ad tells the story of a little girl who is nervous about walking to school on her own for the first time… but the whole neighbourhood gets together to make the walk better. It's about giving Kiwis the courage to take that first step, whether for an everyday challenge or finally switching from the Big Three.

Andy Cooper, CCO at Kiwi Mobile said, “The ad speaks to the heart of who we are and our brand. Everyone here is focused on making things better for Kiwis. We have always had this focus with Electric Kiwi and nothing has changed with Kiwi Mobile. Our goal is to get rid of unfair stuff and just be ourselves. We reckon Kiwis will get it.”

Drawing on the Kiwi Mobile/Electric Kiwi tradition of using real staff in ads, the brand campaign is a genuine family affair. Electric Kiwi and True staff, friends and family were extras in the videos, and the lead girl is played by Milly Cooper – daughter of CCO Andy Cooper.

The music was arranged by Shane Taipari at Franklin Rd, and performed by the kids at the North Shore Music Charity (featuring ECD Matt Heays on tambourine).

Matt Heays, ECD at True, said, “This campaign was a collaborative effort. We worked closely with Lance and Andy from Kiwi Mobile throughout, as well as like-minded partners including Franklin Rd, MukPuddy Animation, and Lassoo Media. And it was a pleasure working with Gregor Nichols – one of the best directors in Australasia – and the brilliant team at Flying Fish.”

Lance McMinn, head of creative, Electric Kiwi, said, “It’s the next step in the Kiwi Mobile journey. A storytelling piece that still retains our authenticity and core brand values. And there's even more to come."

The campaign is live in digital and TV, with more executions building on the story in the future.