HELPING SAVE THE KIWI

Old Mout Cider is from New Zealand and is a brand inspired by nature.  They support their brand mascot – the Kiwi – working annually on a ‘Help Save the Kiwi’ campaign designed to help save the Kiwi from extinction. They partner with a charity called Kiwi4kiwis and each year look to raise awareness and funds to support this cause.

When TWELVE started working with Old Mout  back in 2017, they wanted to engage with their audience of 18-30 year olds and communicate their sustainability message but in a fun non preachy, boring way.  We brought Old Mout's pledge to save the kiwi from extinction to life for consumers,  by developing KIWI Camp – a place of eco-adventure and discovery – where consumers can do good, while having fun.

We gave festival goers tangible ways of making a difference - from interactive recycling points - where festival-goers used their peddle power on special crusher bikes to crush and recycle their cans of Old Mout; to litter picking and 'Wear and Care' stations,  where festival goers could visit up-cycle stations and turn old items of clothing to fun festival-ready fashion.  At the end of each day, we’d award a couple of Ultimate Kiwi Heros with a unique, upcycled denim jacket to celebrate their efforts.

As the camp has developed each year, we’ve added more and more, including the now much loved Disco Yoga and the Rockaoke stage – a full five piece ascoustic set-up - meaning that Kiwi Camp had more live acts than any other stage at the festival.

 MODULAR AND MOBILE

And the great thing about the concept of KIWI Camp is that, as well as working as a destination event at festivals, it translates really well into smaller, more modular experiences.  We’ve brought it to life as a standalone pop-up event, in-store, in bars and online, raising thousands of pounds to support the kiwi and share Old Mout's sustainability story.

And the impact doesn't stop at the camp gates. Each year, the Kiwi Camp makes news nationally with coverage in The Sun, The Mirror, The Daily Express, Metro, Shortlist and loads more; resulting in a combined reach of over 280,000,000.

2019 UK FESTIVAL AWARDS WINNER - Best Brand Activation

2019 IPM GOLD AWARD - Alcoholic Beverages

2019 IPM SILVER AWARD - Experiential Activation in a non-Retail Environment or Festival