Nui Organics
The Challenge
NUI set out to grow brand awareness and deepen consumer understanding of its sustainable, ethically made clothing. The goals were threefold: • Increase awareness of the environmental benefits of NUI’s sustainable practices • Emphasize comfort through the use of high-quality New Zealand wool • Showcase origin and durability to reinforce the long-lasting value and authenticity of the brand
NUI set out to grow brand awareness and deepen consumer understanding of its sustainable, ethically made clothing. The goals were threefold: • Increase awareness of the environmental benefits of NUI’s sustainable practices • Emphasize comfort through the use of high-quality New Zealand wool • Showcase origin and durability to reinforce the long-lasting value and authenticity of the brand
Project
Creative Campaign
Role
Creative Direction
The Approach
• Concept Development: The "Feels Right" message captured both the emotional and tactile qualities of NUI’s offering. It signaled clothing that aligns with personal values and physical comfort. • Visual and Design Language: A clean, minimal aesthetic communicated purity, sustainability, and timelessness. • Media Execution: • Digital and Social Media: Engaging content tailored to eco-minded consumers, focused on education and emotional resonance • In-Store Signage: Informative displays that extended the campaign narrative into physical retail environments • Out-of-Home Advertising: Billboards and public placements using iconic New Zealand visuals to build authenticity and brand recall • Emotional Framing: Family-oriented imagery added a deeper emotional layer, reminding consumers of the long-term impact of their choices
The Approach
• Concept Development: The "Feels Right" message captured both the emotional and tactile qualities of NUI’s offering. It signaled clothing that aligns with personal values and physical comfort. • Visual and Design Language: A clean, minimal aesthetic communicated purity, sustainability, and timelessness. • Media Execution: • Digital and Social Media: Engaging content tailored to eco-minded consumers, focused on education and emotional resonance • In-Store Signage: Informative displays that extended the campaign narrative into physical retail environments • Out-of-Home Advertising: Billboards and public placements using iconic New Zealand visuals to build authenticity and brand recall • Emotional Framing: Family-oriented imagery added a deeper emotional layer, reminding consumers of the long-term impact of their choices
The Strategy
The campaign was anchored in a single, emotionally resonant idea: "Feels Right." This platform allowed NUI to communicate not just physical comfort, but ethical alignment. It was a choice that felt good on the skin and good for the planet. Key strategic pillars included: • Emotional clarity by pairing physical comfort with ethical satisfaction to connect with value-driven consumers • Visual storytelling through striking imagery of New Zealand landscapes to reinforce product origin and natural integrity • Audience resonance by targeting eco-conscious families using visuals of parents and children to reinforce intergenerational responsibility
The campaign was anchored in a single, emotionally resonant idea: "Feels Right." This platform allowed NUI to communicate not just physical comfort, but ethical alignment. It was a choice that felt good on the skin and good for the planet. Key strategic pillars included: • Emotional clarity by pairing physical comfort with ethical satisfaction to connect with value-driven consumers • Visual storytelling through striking imagery of New Zealand landscapes to reinforce product origin and natural integrity • Audience resonance by targeting eco-conscious families using visuals of parents and children to reinforce intergenerational responsibility
