Wellington Agency Wins Six Awards for Internal Slide Deck They Never Presented
WELLINGTON, NEW ZEALAND — In a bold pivot from actual client work, boutique creative agency Sweater & Sons has swept the 2025 Adgie Awards for a pitch deck that never saw the light of a projector.
The 94-page internal presentation, titled “We Could Totally Do This For Anyone”, was originally put together for a mid-tier soy milk brand to explore ‘emotionally transcendent oat-based energy’. Though the pitch was ultimately dropped after a Slack thread got out of hand over whether the campaign should include alpacas or ironic pottery, the deck was quietly submitted to six awards categories. It won all of them.
"We didn’t think anyone would actually read it," said Creative Director Holly Jansen, who designed slides 3 through 11 based on a recurring dream she had about abandoned train stations. "But when you splice moody stock photography with faux-Danish typography and some light gaslighting about consumer loyalty, it apparently moves people."
Notably, the deck featured a 14-minute imaginary brand experience event on Waiheke Island involving a silent disco, an oat milk latte art competition judged by a hand model, and a ‘build-your-own values wheel’ using stones foraged at low tide. Senior Strategist Andre Lim called it “an integrated vision of nothing, executed perfectly.”
The agency is now considering repackaging the deck as a thought leadership eBook and charging $129 for it on LinkedIn. The soy milk brand they pitched to remains unaware of the entire affair, having since rebranded as a blockchain wellness retreat in Te Puke.
The 94-page internal presentation, titled “We Could Totally Do This For Anyone”, was originally put together for a mid-tier soy milk brand to explore ‘emotionally transcendent oat-based energy’. Though the pitch was ultimately dropped after a Slack thread got out of hand over whether the campaign should include alpacas or ironic pottery, the deck was quietly submitted to six awards categories. It won all of them.
"We didn’t think anyone would actually read it," said Creative Director Holly Jansen, who designed slides 3 through 11 based on a recurring dream she had about abandoned train stations. "But when you splice moody stock photography with faux-Danish typography and some light gaslighting about consumer loyalty, it apparently moves people."
Notably, the deck featured a 14-minute imaginary brand experience event on Waiheke Island involving a silent disco, an oat milk latte art competition judged by a hand model, and a ‘build-your-own values wheel’ using stones foraged at low tide. Senior Strategist Andre Lim called it “an integrated vision of nothing, executed perfectly.”
The agency is now considering repackaging the deck as a thought leadership eBook and charging $129 for it on LinkedIn. The soy milk brand they pitched to remains unaware of the entire affair, having since rebranded as a blockchain wellness retreat in Te Puke.