Export Ultra has been New Zealand’s success story at Cannes Lions so far, six nominations across PR, Media, and Audio for its Cold Call Back Service campaign – the most nominations by any brand in New Zealand.

Its finalists are a significant achievement for Export Ultra but also for Special New Zealand and dentsu Aotearoa while it also demonstrates the power of local insight, cultural relevance, and world-class execution.

Special New Zealand led strategy, creative ideation and production with support from RSA Films’ directing duo Peter Martin and Heckler Sydney. Special PR spearheaded earned communications with targeted media relations and influencer activity.

Dentsu Aotearoa led media strategy and execution across channels including online, OOH, digital audio, radio, television and social; while Raydar was responsible for bringing the campaign through the line with in-store and trade promotions across key retail partners.

Launched over the peak of Kiwi summer, the campaign tackled a very real issue ­– beers exploding in the freezer. Export Ultra introduced a clever and undeniably iconic solution, fronted by none other than rapper Vanilla Ice. 

The service was simple: pop your beer in the freezer, text ‘ICE ICE’ to 423, and 34 minutes later, receive a call from the rap icon himself, reminding you to “check yourself before your beers wreck themselves”.

The campaign struck a chord with consumers, generating 234,000 interactions with the service and driving a 38% year-on-year increase in Export Ultra volume sales during the campaign period.

The Cold Call Back Service has been recognised across six categories at Cannes 2025:

• PR: Innovative Use of Influencer/Creators, Use of Humour
• Media: Use of Humour, Local Brand, Use of Audio Platforms
• Audio: Use of Audio & Radio as a Medium

DB Breweries marketing director, Fraser Shrimpton, stated, “This campaign was born from a real Kiwi insight and brought to life in a bold, humorous way. To have it recognised on the global stage and to receive the highest number of shortlists for a New Zealand brand is a testament to the creativity, craft, and collaboration behind it.”