Bricks Collectables
To support Countdown’s mission of bringing joy to Kiwi families while reinforcing their sustainability values, we collaborated with M&C Saatchi Group Australia and UNGA Amsterdam on a nationwide collectables campaign. The goal was to create a fun, engaging experience that encouraged family play while highlighting Countdown’s environmental focus.
Production
We worked closely with the Countdown Project Team on the creative direction and content production across all customer touchpoints. This included a full in-store POS and signage rollout, game app digital assets, and web landing pages. The campaign was delivered in four strategic phases—Pre-Launch, Launch, Maintain, and Urgency—with weekly message updates aligned to each phase's objective. Using vibrant 3D assets provided by UNGA, we reimagined the in-store experience, brick-ifying key areas while maintaining brand guidelines to ensure impact and consistency.
Outcome
The result was a bold, cohesive campaign that created strong in-store engagement and excitement among both customers and staff. The phased rollout built sustained momentum throughout the promotional period, successfully reinforcing Countdown’s brand positioning and collectables appeal.
