Agency Launches Groundbreaking Campaign to Rebrand Scissors as ‘Freedom Forks’
AUCKLAND – In what industry insiders are quietly calling a ‘pivot into voluntary nonsense,’ Good Angle Creative has unveiled a bold new client campaign to rebrand scissors as ‘Freedom Forks’. The project, commissioned by the National Cutlery Council (NCC), aims to position scissors as more than just a boring desk necessity, but rather as 'emotionally-edgy dual-pronged liberation tools'.
“The insight came from Mark, our junior planner,” said Creative Director Leigh Travers. “He was trimming a dog’s fringe for a client pitch costume and just froze. He looked up and said, ‘Why aren’t these two tiny swords more culturally relevant?’ And we knew right then – this was bigger than us. This is a movement.”
The campaign spans six murals across regional townships including Gore, Papakura and a suspiciously fertile paddock near Foxton. All murals are painted entirely in shades of regret, a custom colour palette developed through months of tense in-house arguments and one very regrettable scent workshop. Activation kits mailed to influencers include a Freedom Fork, a thick rubber glove, and a manifesto printed on what appears to be banana skin.
Media buyers have purchased inventory on select bus backs, one funeral programme, and a single, unmoderated noticeboard in a high school lost property room. “We’re targeting cultural tastemakers and people who like to cut things,” added Senior Strategist Miriam Lowe. “Honestly, if this doesn’t win a Cannes Lion or get us completely sued, it’ll be a miracle.”
“The insight came from Mark, our junior planner,” said Creative Director Leigh Travers. “He was trimming a dog’s fringe for a client pitch costume and just froze. He looked up and said, ‘Why aren’t these two tiny swords more culturally relevant?’ And we knew right then – this was bigger than us. This is a movement.”
The campaign spans six murals across regional townships including Gore, Papakura and a suspiciously fertile paddock near Foxton. All murals are painted entirely in shades of regret, a custom colour palette developed through months of tense in-house arguments and one very regrettable scent workshop. Activation kits mailed to influencers include a Freedom Fork, a thick rubber glove, and a manifesto printed on what appears to be banana skin.
Media buyers have purchased inventory on select bus backs, one funeral programme, and a single, unmoderated noticeboard in a high school lost property room. “We’re targeting cultural tastemakers and people who like to cut things,” added Senior Strategist Miriam Lowe. “Honestly, if this doesn’t win a Cannes Lion or get us completely sued, it’ll be a miracle.”