Mark Clothier

On Valentine’s Day 2025 a Cost of Living crisis was really killing the romance.

So we invented the fresh bouquet for Woolworths. Made of fresh veggies, it included a recipe card that showed people how they could use the ingredients of the bouquet to cook a beautiful meal for their lover. The fresh bouquet didn’t just make someone’s day… it made their dinner.

 Woolworths’ florist prepared hundreds of bouquets which were given out at an activation outside Woolworths Metro stores in Auckland CBD in the days leading up to Valentine’s Day (and of course – on the day itself). Bouquets were also sent to creators – and the internet lit up with people sharing their love for the Fresh Bouquet. 

Fresh Valentine’s Day floral bouquets also featured in OOH sites. 

The idea created fresh new love for the Woolworths brand.

Little Miracles is a charitable trust that helps premature babies and their families.  As part of their support to the trust, Woolworths donated 5 cents from the sale of every baby product during April and May, 2025. The donation was communicated in POS, while in social channels and baby magazines, the focus was on telling the harrowing journeys of our little miracles babies and their families, in their own words. The goal was to make the comms feel authentic, with the Woolworths brand taking a back seat. The campaign significantly over-delivered, with the social films being seen by over a million people. 

The world's first album launch, in a taxi

Cleve Cameron wasn’t just my ECD at JWT – he was also an accomplished musician. And he has an album to prove it. One day when he and I got talking about how the hell you even launch an album, we ended up with a rather novel solution.

With its thriving film industry, Vancouver is often referred to as `Hollywood North’. Perhaps this is why so many Canadian ads feature celebrity endorsements. The exception to the rule is Ford, who’ve never needed to rely on celebrity endorsements, given they’ve long been number one in Canada. This campaign parodies Canada’s all too common celebrity endorsement car ads. The teaser even subtly pokes fun at another car company who used both Wayne Gretzky and Kiefer Sutherland in their ads.

The internet is abuzz with hacks on how to avoid tears when chopping onions. So when Woolworths introduced their revolutionary new Tearless Onions via a social campaign, referencing said hacks was the perfect anchor for our storytelling. 

 This ad talks to some of Countdown's lesser known sustainability and community initiatives. 

Never heard of them? Neither had I, but it turns out BIG Cola are no small fry – in fact, they’re the third biggest cola brand in the world. And with designs on moving up the global food chain, they have an appetite for experimenting with new ways of talking to their consumers.

Countdown decided they wanted to run a testimonial OOH campaign for their online shopping platform. When it became apparent one of the outdoor sites was next to the Beehive - the opportunity presented to secure testimonials from some of Wellington's more famous residents. After all, politicians are customers too. 

Air New Zealand’s animated character Rico, was famously larger than life. It followed then, that when it came time to kill him off… Rico needed to go out with a bang.

Who better to offer up tips on how to get more out of Airpoints, than the frequent fliers the airline has long been a sponsor of – the All Blacks. There was just one small problem: whilst the ABs are famous for their ball skills – they’re not exactly renowned for their acting skills. Thus, a cunning plan was required.

The campaign comprised TV, EDMs, and press.

Mateship is one of the core values of Australian society. It’s also the core strategic platform of all XXXX GOLD advertising. Although, in the world of XXXX, mateship loosely translates to Aussie blokes hanging out with their mates, telling bad jokes over a few beers. It seems to be working too, because XXXX Gold is the top selling beer in Australia and the ads were voted Australia’s favourite beer ads in a Roy Morgan study.

This campaign ran exclusively in Australian Surfing Life Magazine. The ads are based on the insight that surfers have a deep-seated hatred of anyone that rides waves on anything other than a traditional surfboard – were talking to you Stand Up Paddle Boarder, Bodyboarder, and Wave Skier.

As part of Auckland Transport’s Happy Endings campaign, this radio ad (which ran when the Pop Up Globe Theatre was in town) puts a new spin on an old Shakespeare classic.

Motorbikes are an integral part of Thai culture: they’re fun, relatively affordable, and easily maneuverable in busy city traffic. But Thailand has one of the highest road accident fatality rates in the world. A large percentage of those fatalities involve motorbikes, and a large percentage of those involve people not wearing helmets. This proactive ambient idea is intended to make motorcyclists think twice about not wearing a helmet. Translated, the line reads `always wear a helmet’. Ideally you would get an actor to ride around wearing the helmet and then film the reactions of motorcyclists who are not wearing helmets.