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Matt McKenzie

As part of Vogel's fully integrated, nationwide campaign, ‘What do you bring to the table?’, we were tasked with producing two very special executions.

When Kiwis think Vogel’s, the soundtrack to their thoughts is Chris Knox's iconic Kiwi anthem "Not Given Lightly". To bring the wider digital campaign to an end, we captured an emotive piece of film and series of portraits with the musician.

While ‘What do you bring to the table?’ resulted in 50% of New Zealand households purchasing Vogel’s, the Chris Knox film was the only element to win at the 2018 Axis Awards.


Axis Gold — Best Online Under 60 Seconds

Axis Bronze — Best Use of Music


Director (Chris Knox)
Matt McKenzie
DOP (Chris Knox)
Adam Jones
Campaign Photographer (Chris Knox)
Al Guthrie