Local Agency Wins Gold for 'Most Enthusiastic Use of Post-its in a Strategy Meeting'
Auckland-based creative agency Crux & Crumb has bagged top honours at the 2024 APAC Ad Conceptualisation Awards, taking home Gold in the 'Office Rituals as Performance Art' category. The winning entry? A 92-minute brand strategy meeting during which 1,376 Post-it notes were used to map out the brand personality of a new oat milk upbeat enough to be stocked in yoga retreats.
According to sources inside the War Room (a converted meeting pod affectionately known in-house as ‘The Crumby Bunker’), strategists worked tirelessly under halogen lighting and passive-aggressive Slack messages to determine that the target audience was 'joy-curious millennials with commitment issues and flatmates named Bryn'.
The presentation featured hand-drawn mood wheels, one graph tracking Emma’s emotional state throughout the quarter, and a dramatic reading of a fictional customer journey, performed by the agency’s junior copywriter dressed as a feelings-based hedgehog named Carl. Attendees report feeling moved, mostly to quietly WhatsApp each other about lunch.
Managing Partner Julie Linford praised the team’s work ethic. “It’s not every day we get to write a manifesto about dairy alternatives using 14 adjectives that end in -ish. It’s what makes agency life magical. That, and the fact we finally got the couch steam-cleaned after the intern incident.”
Crux & Crumb plans to recycle all 1,376 Post-its as part of a ‘living brand wall’, which will be installed next to the office table tennis setup no one has used since 2019.
According to sources inside the War Room (a converted meeting pod affectionately known in-house as ‘The Crumby Bunker’), strategists worked tirelessly under halogen lighting and passive-aggressive Slack messages to determine that the target audience was 'joy-curious millennials with commitment issues and flatmates named Bryn'.
The presentation featured hand-drawn mood wheels, one graph tracking Emma’s emotional state throughout the quarter, and a dramatic reading of a fictional customer journey, performed by the agency’s junior copywriter dressed as a feelings-based hedgehog named Carl. Attendees report feeling moved, mostly to quietly WhatsApp each other about lunch.
Managing Partner Julie Linford praised the team’s work ethic. “It’s not every day we get to write a manifesto about dairy alternatives using 14 adjectives that end in -ish. It’s what makes agency life magical. That, and the fact we finally got the couch steam-cleaned after the intern incident.”
Crux & Crumb plans to recycle all 1,376 Post-its as part of a ‘living brand wall’, which will be installed next to the office table tennis setup no one has used since 2019.