Motion Sickness Asks Kiwis To Get Naked For Their Garden

There’s many reasons to get Naked, and now there’s one that’s good for your garden. 

Made in Nelson, Naked is a sustainable initiative from Sealord that turns unused fish product and waste into all purpose organic garden fertiliser.

Naked is also Sealord’s answer to a crowded and often confusingly specific category. Grass, vegetables, fruit, you name it - Naked is good for all things garden. 

Stu Yortson, at Sealord, says, "We wanted to challenge the category norms and I think the whole team have done a great job against that objective. Getting Naked will the best thing you can do for your garden this summer."

A simple request, ripe for misinterpretation, underpins the launch campaign. Get Naked for your in-laws, your neighbours, in store, online - but ultimately for your garden.

Launching with two 15 second films and an accompanying OOH series, the campaign leans into a feeling of bizarre suburban voyeurism, featuring lush local gardens and the familiar faces of everyday backyard gardeners.

The Naked brand identity was built by One Design, with the launch campaign engineered by Motion Sickness. 

Rachel Doughty, creative director, One Design, says, "This was an exciting opportunity to create a standout brand and pack in a crowded and complex category. The minimalist design sets the product apart from the information-loaded packs found in the fertiliser aisle, and the evocative name lends itself to playful communications."

The campaign is live now across OOH, press, social and digital channels.