Oat the Goat

New Zealand has some of the highest rates of bullying in the OECD. To tackle this FCB and the Ministry of Education developed a campaign targeted at children during their transition to primary school.

By combining a classic storybook format with the interactive possibilities of digital media, we immersed children and their families in the animated world of ‘Oat the Goat’. Set from the perspective of a bystander, the reader was empowered to become involved in the decisions faced by the main character ‘Oat’ when he encountered bullying.

NZ Plane Spotters Association

Our 3 1/2 minute mockumentary featured an endearing Kiwi couple obsessed with plane spotting. The video achieved over 300% of the view target and trended at number 5 on YouTube New Zealand

Research showed that the functional network and frequency message wasn’t resonating with a younger audience. To address this, we needed content that could reframe it.

Our 3 1/2 minute mockumentary featured an endearing Kiwi couple obsessed with plane spotting. The video achieved over 300% of the view target and trended at number 5 on YouTube New Zealand.

#4GRedline

It wasn’t enough for us to tell people about it. So we went out to Hahei, blacked out a drift car, and got Mad Mike to navigate his way through a course via a live stream through mobile devices

It wasn’t enough for us to tell people about it. We wanted to show them. So we went out to Hahei, blacked out a drift car, and got Mad Mike to navigate his way through a course via a live stream through mobile devices.

The result? Gold at the NZDM Awards and “Stolen with Pride” from seven other countries in Vodafone’s global network.

The Journal

Despite reaching a record level of awareness about depression, most people weren’t doing anything to deal with it.

We knew information alone would not create the behaviour change necessary for self-help strategies to be an effective treatment.


FCB led a coalition of partners to create The Journal – an online programme that taught people the skills and helped put them into action. It was the first self-help solution in the world to integrate advertising, e-learning and live support services.