Brother New Zealand Launches ‘It Just Works’ Campaign via Wave Agency


Brother New Zealand


Wave Agency

If you’re a brand searching for the right message to engage consumers, sometimes coming straight to the point about what you offer, or what you don’t, is the best approach.

So it goes with Brother New Zealand with a new brand platform via Wave Agency, led by a simple tagline: ‘It just works’.

The campaign includes a TVC and a spread of “straight-talking” billboards across the country, ditching what can sometimes be exaggerated promises made by tech brands.


“It’s been a really lovely process working alongside Brother to get to this point,” said Craig Parker, creative director at Wave Agency.  “We’ve found a positioning together that’s different, honest, and true to who Brother is.”

“It is a brave choice for a technology business to actively not list off functions and product benefits,” Parker added.



Client: Brother New Zealand
Marketing Manager: Julie Chappell
Marketing Executives: Katie Axcell and Anna Clayton

Agency: Wave Agency
Creative Director: Craig Parker
Senior Creative: Megan Raynor
Art Director: Guy Thompson
Agency Producer: Jenna Mills
Business Director: Victoria Easton Wrinch
Account Manager: Sonja Motus
Strategy: Emma Fern and Brendan Herring

Media Agency: MBM

Director: Chris Clark


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