Lost my socks

Background

Late last year, Fisher & Paykel were embroiled in a PR mire. Redundancies, an equity sale and choosing to move their production out of the country had New Zealanders questioning just how patriotic this most Kiwi of white-goods brands really was. The objective, therefore, was simply to counter these unfortunate events with a campaign that would improve New Zealand’s feelings about Fisher & Paykel and earn them a little forgiveness.