AUNZ Work of the Week: The Warehouse and TBWA\New Zealand

For close to 50 years, The Warehouse has been a quiet constant in Kiwi life, present for the milestones and the mundane. TBWA\New Zealand's new brand platform, 'This is Warehouse Country', captures that impact on a truly impressive scale.

With a series of nine vignettes celebrating the retailer's unique place in the country, the platform celebrates the coast, the city, the carpark, and the living room.

The brand's ambition to become New Zealand's number one retailer again required strengthening every part of the customer experience, and with 84 stores and over 10,000 team members, the campaign's insight is underpinned by The Warehouse's "right" to claim the country as its own.

A confident, emotionally resonant piece of brand-building, the work reminds Kiwis why they love The Warehouse in the first place, without resorting to nostalgia for nostalgia's sake.

Directed by Good Oil's Hamish Rothwell, the films don't limit The Warehouse's story to its aisles, and reframe the brand not as a retailer, but as a presence woven into the nation's collective story, masterfully leaning into the red bag as a visual anchor.

Using a country as a set, TBWA has given the brand a platform with legs, accomodating transformation spearheaded by newly-appointed CMO Frankie Coulter while remaining rooted in moments that matter.