This week sees the launch of a 40-week-long campaign surrounding live racing and sport. It signifies a big step change in marketing for the TAB, from a campaign specific to an always-on approach. The creative challenge for Sugar&Partners was to develop a fresh, consistent brand vehicle that projects accessibility, fun and sociability. Based around the simple truth that watching live racing and sport is muc

Argentina’s scrum monstered the Springboks a couple of weeks back but still they came up short. The All Blacks bounced back from an underwhelming display against Australia in the rain.

Reminding New Zealanders and the All Blacks that the Wallabies winning at Eden Park certainty is not on trend. The press ad ran in newspapers nationwide on Saturday morning on the front page of the sports section. The Result: New Zealand 51 vs 20 Australia What a difference a week makes.  

  The TAB has launched a campaign encouraging punters to ‘make some noise’ with a bet on the Football World Cup. The extra thrill and excitement a Football World Cup bet provides is illustrated through humorous big mouths. The campaign idea effectively delivers a variety of promotional offers including a chance at $5 million, if you pick the results of the entire tournament, along with every bet on the tournamen

While most of ad land was packing their matching set of Louis Vuitton luggage bound for the South of France to take things all to seriously, Sugar&Partners CD’s Dave Nash & Damon O’Leary stormed London’s satirical Chip Shop Awards. Taking home the Grand Prix, Best Charity Ad & Best Topical Ad awards with their press ad for Refuge London, Saatchi vs. Nigella. The Chip Shop Awards are about fostering and re

The World Vision 40HR Famine has been a rite of passage for Kiwis for 40-years now.  Sugar&Partners Auckland, New Zealand has created a new campaign to celebrate the legacy of the past 40 years and encourage New Zealand to get involved for 40 more. To launch the campaign Sugar&Partners CD’s Damon O’Leary and Dave Nash created a TV and Cinema commercial featuring iconic, revered New Zealand poet Sam Hunt deliv

What if the next Richard Branson couldn’t afford to start up his first business?  That is the question a new campaign from Sugar&Partners, MBM & World Vision calls out to business savvy Kiwi’s asking them to make a difference and “Make it your business to help theirs”. With Branson and other well-known entrepreneurs Mark Zuckerburg, Larry Ellison and the homegrown success story of Trelise Cooper. World

TAB has launched a major new product and campaign via Sugar&Partners. The TAB Triple Trio campaign, starring actor John Leigh, will start with a prize pool of $1 million dollars this Saturday. Triple Trio a popular racing bet type in Asia will be the most entertaining way for New Zealanders to win big every Saturday. Mike Heath, Head of Marketing and Digital Sales, NZ Racing Board, says “We’re all very excite

The New Zealand Board is positioning for growth and needed a new digital front of house to stand the test of time. Working with the digital team at Sugar&Partners they developed the corporate website based on responsive design methodology. A responsive design is simply that, a design that responds to the browser you are viewing the site on. This creates a solution to work for existing and unreleased devices, suc