Biscuit brand, Griffin’s has returned to the foreground in Aotearoa. It has returned biscuits to everyday life. The campaign, Life needs a Biscuit, by Motion Sickness leads with 24 micro-documentaries, capturing 24 hours of life across Aotearoa – one story for every hour of the day, told one biscuit at a time.
It’s an unfiltered portrait of Aotearoa through the little, often overlooked, moments that make up everyday life. The series feels less like advertising and more like a portrait, a mosaic of life in New Zealand that unfolds hour by hour. And it gives Griffin’s a place in all of them, not there as a hero but as part of the fabric of New Zealand life.
The campaign was produced by Motion Sickness with creator collective, The Tuesday Club, and director, Florian Habicht.
Habicht commented, “What struck me most was the openness of people. There’s a rawness to these stories, people doing it tough, people finding joy where they can. These are small moments, but they carry a lot of meaning.”
Behind the campaign were conversations with New Zealanders, who expressed a growing desire to slow down and reconnect, despite the increasing pace of modern life.
Allison Yorston, marketing director, at Griffin’s, stated, “What really came through is that the simplest things are often the most valuable. Time with others. A moment to pause. Being present. Griffin’s has always been part of those small rituals, and this series reflects that.”
Sam Stuchbury, ECD, Motion Sickness, added, “Making one good ad is usually pretty hard. So when we decided to make 24 films that are technically ads, we probably should’ve known it might nearly break us. But Allison and the team have been incredible collaborators. I’m not sure this body of work would’ve been possible with many other teams. We’re very proud of the films.
“Life really does need a biscuit right now, and it will in the future too, this brand platform is here for the long run. I can’t wait for New Zealand to fall in love with New Zealand again, and to continue its love affair with Griffin’s.”
The micro-docos are being presented on lifeneedsabiscuit.com, supported by OOH. The films will also run on TV, social and streaming over the coming year
Credits:
Client: Griffin’s
Managing Director: Cameron Scott
Marketing Director: Allison Yorston
Head of Marketing, Griffin’s / H&P: Kate Goodwin
Senior Brand Manager, Griffin’s: Alice Green
Senior Consumer Insights & Planning Lead: Zena Ali
Creative Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Head of Strategy: Hilary Ngan Kee
Senior Strategist: Logan Barnes
General Manager: Alex McManus
Client Service Director: Emma Richardson
Account Director: Julia Shasha
Creative Director: Will Macdonald
Senior Designer: Patrick Hickley
Artworker: Moana Peterson
Head of Production: Joseph McAlpine
Production Collective: The Tuesday Club
Founder: Nick Worthington
Managing Director: James McHoull
Creative: Billy Worthington
Production Company: Motion Sickness
Director: Florian Habicht
Executive Producer: Nigel Sutton
Director of Photography: Maria Ines Manchego
Producer & Production Manager: Becks Lawrence
Production Designer: Teresa Peters
Make-up: Katie Melody Rogers
Offline Editor: Anastasia Doniants
Offline & Online Editors: Damian Golfinopoulos, Arvid Eriksson
Colourist: Max Ferguson-Hook
Sound: BigPop Studios
Sound Design: Glen Cleaver
Sound Post Producer: Juliette Veber
Casting: Catch Casting
Media Agency: PHD
Group Business Director: Delaney Collings
Associate Business Director: Jamie Buchan
