Begoña Mas

Hubbards - Sugar&Partners NZ

Synopsis

Hubbard breakfasts are all about finding the right mix of delicious ingredients to pair up with the main ingredient – the Oat.

So, to launch a new range of Granola, the humble Oat had to go on a search to find the perfect partner to join him in the carton…

1. TVC

2. Social Media - Board + Case Study

3. Print

Credits

Advertising Agency: Sugar&Partners, Auckland, New Zealand

Agency website: http://sugarandpartners.co.nz

Creative Director: Damon O’Leary & Dave Nash

Art Director: Vikki Cheng

Copywriter: Begoña Mas Guerrero

Account Director: Maree Lawrence

Account Executive: Jemma Western

Production: TOYBOX

Director: Andrew Newland

Producer: Nanette Miles

Agency Producer: Nick Barnes

Media : TVC, Print, Social Media

Published: January 2017

Hubbards Amazing Muesli -Ingredients Made For Each Other

Hubbards Amazing Muesli - The Oatchelor

Screen Shot 2017-02-02 at 3.05.46 PM.png

Screen Shot 2017-02-02 at 3.05.33 PM.png

Red Seal - Sugar & Partners

Our client believes that using scientific research and development together with naturopathic knowledge, they have created products that help people live their best lives.

In our ideas, we use nature as the primary component to communicate how Red Seal’s products always harness the science of nature.

Red Seal - Vita Fizz Effervescent Tablets

Red Seal wanted to launch their latest product. Vita Fizz Effervescent Tablets.

Get health-conscious women who are looking for a natural alternative to their current effervescence, to try one of the Red Seal's Vita-Fizz range by showing how this is a natural, delicious effervescence made just for what ails them.

Red Seal Pharmacy Strength

The Brief
To effectively launch the new range of Pharmacy Strength supplements to a younger demographic.

The Idea
Use Emojis as the visual language to speak to our target audience.

Immune Defence

Pharmacy Strength Sleeping Pill

Red Seal Immunity Range

The Brief
To reach awareness during the Autumn season about immunity defence.

The Idea
To borrow cues from TV show “Game of Thrones” we turn our natural ingredients into immunity soldiers.

Red Seal Green Tea

The Brief
Push the new Green Tea range without doing a full-blown campaign on social media.

The Idea
Show how Red Seal flavours come straight from nature.

Red Seal Vitamin C

The Brief
Promote the Chewable Vitamin C range on Red Seal’s social media channels.

The Idea
By manipulating the shape of the letter C, we show how our Vitamin C products come straight from nature.

Screen+Shot+2017-04-05+at+3.49.42+PM.png

Screen+Shot+2017-04-05+at+3.49.53+PM.png

Screen+Shot+2017-04-05+at+3.50.06+PM.png

Floradix

The Brief
To launch a clinical, scientific product from Germany in the New Zealand market by showing how natural their products are.

The Idea
Show Kiwis how Floradix harnesses nature into a bottle.

Screen+Shot+2017-02-22+at+2.49.19+PM.png

Screen+Shot+2017-02-22+at+2.49.34+PM.png

Mitre 10 Cup 2017 - Sugar&Partners NZ

Rivalry in provincial rugby is bigger than rugby. It’s about the place, the community and the local identities that are formed over long and deep histories behind every town, city, region in New Zealand. What provincial rugby does is provide an opportunity for New Zealanders to show their parochialism, show their passion for their province at the same time as backing their local rugby team with pride.

For this campaign we decided to incite rivalry and increase passion for every provincial territory.

Firstly we created 2 stunts in which a team took over the stadium of the rival that they were playing against the following week. We launched them on social media, and created huge expectation and great results.

We also created press ads using the colour of the opposition taking over the rival’s newspaper.

We took over billboards of different areas using the same mechanics of previous executions.

We had a lot of banners recreating a "fight" between team colours.

On the social layer, we created a Facebook quiz to bring bums to seats.

Overall the campaign was a huge success.

Mitre 10 Cup 2017

Stunt 1

Waikato vs Taranaki

Mitre 10 Cup 2017

Stunt 2

Wellington vs Palmerston North

Facebook response

Facebook users went mad for the stunt, tagging mates and supporting their team. It created huge rivalry between fans.

Screen Shot 2017-09-20 at 1.36.10 PM.png

Screen Shot 2017-09-20 at 1.38.47 PM.png

Screen Shot 2017-09-20 at 1.38.54 PM.png

Screen Shot 2017-09-20 at 1.39.02 PM.png

Digital Banners

Animated banners simulating a fight between the team colours

Tangible by Canon - Miami Ad School

An experimental treatment for anorexia patients developed by Canon and Oliver Pyatt Centers incorporating 3D printing into the process of healing anorexia.

Awards: GOLD ADDY NYC DISTRICT 2015

Art Directors: Frank Garcia & Giulia Magaldi

Copywriter: Begoña Mas

Publications: Ads Of the World, Creativity Online, Just Marketing News, Ads of Brands, Hasta la Creative, AdAge, The Philly Egotist, AdMad, AdRuby, Blog Loving, Coloribus, Hello You Creatives...

Tangible: An experimental treatment for anorexia.

"Tangible" is an experimental treatment for anorexia patients, developed by Canon and The Oliver-Pyatt Centers, which incorporates 3D printers in the process of body measurement.

Pantone - Miami Ad School

During the 2018 FIFA World Cup, those checking the city on Google Earth will see the biggest LGBT flag in history.

The idea is to increase awareness about LGBT community over Russia, where even using the word "gay" is prohibited.

"Words can be prohibited, but colors can't be shut down."

Art Directors: Giulia Magaldi + Frank Garcia

Copywriter: Begoña Mas

Awards: Finalist New York Festivals 2015

Pantone: 2018 LGBT

Parkinson's Prevention System - Miami Ad School

Art Director : Marina Beldi

Copywriter: Begoña Mas

Merit - Published Graphis New Talent 2016

Gold Graphis 2016

Midas - Finalist 2016

Featured in: Coloribus, Advertolog, Adeevee

Parkinson's Prevention System

Art Director : Marina Beldi

Copywriter: Begoña Mas

Merit - Published Graphis New Talent 2016

Featured in: Coloribus, Advertolog, Adeevee

Introducing Parkinson’s Prevention System, a feature that helps Parkinson's detection and helps Iphone users to prevent this disease.

Apple is bringing the new generation of smartphones. They are made not just to make things easier but also to help users to have a better and healthier life.

Iphones catch the movement in a very precise way, and are able to detect any gesture or motion that the user is generating.

By gathering the data of the user's hand vibration and movement, the app notifies the user if he has something irregular on his hand motion.

If the user is in between the regular scale, the app doesn't announce any problem. However, if the user has been generating altered move, the app informs the user of this unusual variation.

On the other side of the app, Apple goes beyond prevention. It also helps Parkinson's sufferers to improve their handicap produced by the disease.
One of the most frustrating things of having Parkinson, is that while reading, the characters are not still.
Apple gives the chance to use a special typography to read even if the vibration is not helping on the understanding of the characters.
That’s why, we’ve created a special typography to be understood by Parkinson’s sufferers.

Powerade - Ogilvy & Mather Auckland

Screen-Shot-2016-05-31-at-12.05.17-PM_1000.png

Screen-Shot-2016-05-31-at-12.06.10-PM_994.png

Screen-Shot-2016-05-31-at-12.06.44-PM_1000.png

Screen-Shot-2016-05-31-at-12.06.36-PM_1000.png

Screen-Shot-2016-05-31-at-12.06.57-PM_1000.png

Screen-Shot-2016-05-31-at-12.07.14-PM_1000.png

Screen-Shot-2016-05-31-at-12.06.23-PM_1000.png

Screen-Shot-2016-05-31-at-12.04.23-PM_1000.png

Screen-Shot-2016-05-31-at-12.05.05-PM_1000.png

Screen-Shot-2016-05-31-at-12.05.30-PM_1000.png

Screen-Shot-2016-05-31-at-12.05.50-PM_1000.png

Screen-Shot-2016-05-31-at-12.07.31-PM_1000.png

Screen-Shot-2016-05-31-at-12.07.43-PM_1000.png

Screen-Shot-2016-05-31-at-12.08.01-PM_994.png

Mitre 10 Cup - Radio Sugar & Partners

MITRE 10 CUP - NEW ZEALAND RUGBY - RADIO

Play track on Soundcloud using link below

NOTHING BEATS BEING THERE

The Brief

Create a strong call to action to attend matches by reminding parents how special and bonding a trip to a provincial match can be in creating passion for the game and everlasting memories for the family.

Going to a live game is more than just watching a rugby game. It signifies family time for Kiwis. It creates memories between the parents and their children.

Someday, tables will turn and the children will become the parents and be in charge of creating memories with their children – by taking them to the Mitre 10 Cup games, just like their parents did.

Drive parents to take their children to live matches, by showing them intimate moments during past NPC game between father and son, mother and daughter across time.

Featured in Best Ads of TV, Coloribus , Advertolog

Listen up!