Allied Petroleum were looking for a creative agency with the audacity to bring something new and exciting to the table. After years of effective-but-safe campaigns, their leadership team was ready to move in a different direction… for the right idea. We worked with Allied to develop a disruptive, exciting campaign that remains true to the client’s deeply held values.
More impact
The Allied team aimed to drive brand awareness with a high-impact campaign that would resonate with their customers and their team. Our ‘All Hours. All In.’ concept is visually and conceptually bold, while remaining intrinsically connected to Allied’s core values.
‘All Hours. All In’ celebrates the hard work, dedication, and community spirit that keeps NZ moving, 24/7. From farmers to truck drivers, nurses to forestry crews, this campaign shines a light on the unseen efforts that make a difference. ‘All Hours. All In.’ also references Allied’s commitment to their customers, and their appreciation for Allied team members across the country.
More authenticity
At the heart of the Allied brand are five key proof points: safety, reliability, community, Southland born & bred, and family-led. Our challenge was to capture and express all five proof points, without diluting the message.
The campaign wraps the proof points together, highlighting Allied’s dedication to community and safety by celebrating rural communities, honouring the brand’s Southland roots, and acknowledging the unsung heroes who work around the clock. The ‘see the unseen’ element of the campaign also speaks directly to the safety proof point, acknowledging the safety measures that operate quietly in the background.
More visibility
The campaign speaks to both rural and commercial clients, with five distinct pillars to highlight different Allied offerings. Each pillar is accompanied by video and image assets, filmed across three North and South Island locations and meticulously curated back at the studio. While all five pillars promote different offerings, they tie together to create a cohesive family of creative.
This was a highly collaborative project; we’d like to thank the team at Allied for their dedication, videographer John-Jo Ritson for capturing our vision, and Olivia Wagner for the script copywriting.
