KiwiPlates Tugs at Our Heartstrings with a Nostalgic Love Story

KiwiPlates has launched a new brand commercial in collaboration with Saatchi & Saatchi New Zealand. The nostalgic one-minute spot is backed by Donna Lewis’s classic, I Love You Always Forever

Set in a roller skating rink, the ad features the first moments of a love story before jumping to a future filled with happiness. The campaign marks a slightly new approach for the KiwiPlates brand in showing how personalized plates can represent those special moments.

“Plates are commonly known for being fun and getting attention, but many people get them to celebrate things that are important to them. We wanted to shine a light on this aspect of personalised plates as a way to reach people who might not have considered one before,” said Karl Plank, marketing manager of KiwiPlates.


While it’s nothing groundbreaking, it is a sweet little smile-inducing piece of advertising.

“Connecting brands with people through emotional story telling is what we as an industry always want to be doing. If there was ever a brief that asked for just that, this was it. Tell a meaningful story about a license plate,” said Steve Cochran, CCO of Saatchi & Saatchi.


Company: KiwiPlates
Managing Director: Mark Wilson
Marketing Manager: Karl Plank
Marketing Coordinator: Christie McPherson


Creative agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Agency Producer: Jane Mill
Copywriter: Rebecca Sharp
Art Director: Matthew Aitken
Chief Strategy Officer: David McIndoe
Group Business Director: Nick Bulmer
Business Director: Kate Gyde
Business Executive: Zoe Lloydd

Production company: Sweetshop
Director: Zoe McIntosh
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
Producer: Anna Stuart
DOP: Marty Williams
Editor: Julian Currin
Grade: Dave Gibson
Online: Stu Bedford
Music: “I Love You Always Forever” written and recorded by Donna Lewis
Music search and licensing: Jonathan Mihaljevich, Franklin Rd
Audio post mix: Stefaan Van Leuven, Franklin Rd

Media Agency: Zenith
Group Business Director: Susan Benseman
Digital Business Manager: Tonga Snook
Business Manager: Kim Gribble

Sam Roth

Sam Roth

Previously managing editor, Sam is now a contributing columnist to Branding in Asia.

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