Wellington Agency Unveils World’s First Campaign Brief Written Entirely on a Whiteboard Fridge
In a bold move that has some calling it ‘brave’ and others just quietly rolling their eyes, multi-award-requesting creative agency Sparkin Thud has announced its latest campaign for non-dairy feta startup Milk Not. The twist? The entire strategy, creative direction, and media plan was conceived, developed, and signed off — all on the surface of a fridge. A whiteboard fridge, to be specific.
According to Sparkin Thud's client lead, Charleigh Vine-Hayes, the brief started as a joke about cold ideas in the Monday WIP. “Someone said something about ‘freezing insights’ and then Bren drew a pyramid of brand truths on the actual fridge. And it just spiraled from there. Now it’s baked-in to our process.”
Sources inside the agency say the fridge has since replaced all Google Docs, decks, and even the planner’s desk. "It’s more collaborative," says junior strategist Maddox, while wiping oat milk from a corner of the KPIs. “You can’t hide behind bullet points when your reach targets are next to someone’s unfinished Pad Thai.”
Media buyers are reportedly still piecing together the schedule after account execs magneted the run dates under a quote from 'Succession' and two beer vouchers from Fidel's. Meanwhile, Sparkin Thud insists this method is “unlocking a rawness” between the client and the cold storage unit. A second fridge has been purchased for overflow ideation, though its freezer section is already being used to host the agency's Q2 Roadmap. As for Milk Not, metrics will be ‘loosely assessed via vibes and dip sales’, with a full case study due in March on A1 laminated magnets.
According to Sparkin Thud's client lead, Charleigh Vine-Hayes, the brief started as a joke about cold ideas in the Monday WIP. “Someone said something about ‘freezing insights’ and then Bren drew a pyramid of brand truths on the actual fridge. And it just spiraled from there. Now it’s baked-in to our process.”
Sources inside the agency say the fridge has since replaced all Google Docs, decks, and even the planner’s desk. "It’s more collaborative," says junior strategist Maddox, while wiping oat milk from a corner of the KPIs. “You can’t hide behind bullet points when your reach targets are next to someone’s unfinished Pad Thai.”
Media buyers are reportedly still piecing together the schedule after account execs magneted the run dates under a quote from 'Succession' and two beer vouchers from Fidel's. Meanwhile, Sparkin Thud insists this method is “unlocking a rawness” between the client and the cold storage unit. A second fridge has been purchased for overflow ideation, though its freezer section is already being used to host the agency's Q2 Roadmap. As for Milk Not, metrics will be ‘loosely assessed via vibes and dip sales’, with a full case study due in March on A1 laminated magnets.