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COPYRIGHT © 2025
When Bathrooms Go Plugly, We Make Them Lovely
Charm and Plumbing World know most Kiwis are familiar with the sights and sounds of a tired bathroom. From the stuttering tap to the cracked shower wall and wobbly fittings, it is part of life. Instead of hiding from it, we leaned in. Plugly was born by fusing the words plug and ugly, a cheeky shorthand for a space every New Zealander could recognise. It turned bathrooms from something embarrassing into something everyone wanted to talk (and laugh) about.
The first incarnation was a radio jingle that took off as an unforgettable sing‑along. For the next round we created a Plugly TV video, part parody and part love letter to those out‑of‑date family bathrooms. We backed it with bold point of sale materials, posters, wobblers and in‑store cheer, then added spark for aspiring renovators by putting up a $10,000 prize. Knowing people are conscious of costs, Plumbing World promised to give ideas, guidance and deals that prove an upgrade does not have to drain your savings. The campaign lived across social, video on demand, YouTube, NZ Herald and in branches nationwide, dropping Plugly back in the spotlight once again.
Plugly works because it is honest, funny and human. Every house has a corner that could use new life and for Plumbing World the trick is showing people they can laugh about the flaws and still dream about the improvements. Together, Charm and Plumbing World turned a common eyesore into great entertainment, and showed how playful creative thinking can make New Zealanders proud to start their renovating journey.
COPYRIGHT © 2025
Turning His and Hers Into Ours
Designing a bathroom as a couple can be harder than expected. One person’s dream shower is another’s compromise. Colours, fittings and finishes become battle lines. Plumbing World wanted to reflect those moments with honesty and give Kiwis a smile along the way. Charm created Bathroom Therapy, a social campaign that portrayed couples on the therapist’s couch working through renovation differences with warmth and humour.
The animation style allowed us to turn facial expressions and cheeky remarks into relatable set pieces. Couples tapped into existing standoffs while adding spirited exchanges from designer chairs and fictional sessions. Every short video ended with a purposeful resolution. The real breakthroughs happen with a Plumbing World expert. The call to action was direct yet warm, asking people to book a consultation with a trained expert who can solve style disagreements and find a happy middle ground. The campaign ran mainly on social spaces where quippy couples’ banter feels as native as memes.
Bathroom Therapy resonated with audiences because the conflict we showed was so recognisable. Light ribbing, design differences, partner eye rolls – it was seen as funny instead of frustrating. Plumbing World positioned itself perfectly: ready to stop decision paralysis, ready to end arguments, and equally ready to bring clarity through consultation. Bathroom makeovers became cooperative, fun and accessible. That connection, handled with humour, reinforced Plumbing World and Charm as names New Zealanders enjoy inviting to the conversation.
COPYRIGHT © 2025
Celebrating New Zealand’s Everyday Hero Dogs
Dogs enrich our lives. For some, they give vital independence, safety or a second chance. Simparica Trio wanted to connect that spirit of loyalty and protection to the power of keeping dogs themselves safe from fleas, ticks and worms. With the “Hero Dogs” campaign, three remarkable New Zealand dogs showcased that commitment, a guide dog for independence, a search and rescue partner for LANDSAR, and a medical detection dog aiding cancer research. Each one symbolised Simparica Trio’s triple defence and the extraordinary bond Kiwis feel for their four‑legged heroes.
We travelled to film each hero at work, capturing compelling short stories to roll out through video across the country. Supporting assets activated through veterinary clinics and pet supply retailers where wobblers, posters and counter displays closed the loop in‑store. To extend reach, every Kiwi dog‑owner was invited into the conversation, entering their own dog into the “Everyday Hero” competition for the chance to win a cash prize. In lifting up the nation’s dogs, both remarkable and ordinary, we created affinity for a proven preventive medicine while sparking joy, pride and warm connections between community, brands and pets alike.
The Hero Dogs campaign celebrated New Zealand’s extraordinary working dogs. With films capturing each hero in their real working environment, striking in‑store material, and an “Everyday Hero Dog” promotion inviting Kiwis to nominate their own companions, Zoetis and Simparica Trio linked genuine emotion with meaningful engagement. The branding resonated because it was honest, heart‑warming and distinctly Kiwi, ensuring Simparica Trio was remembered not just for parasite protection, but for loyalty, pride and the extraordinary role dogs play every day.
COPYRIGHT © 2025
Standing Out on a Smaller Budget
The New Zealand fuel savings market is full of competition, much of it tied to complicated schemes, set litre limits or once‑a‑week discounts. Kora’s promise is simplicity. A single card linked to Mobil and Waitomo, offering at least ten cents off every litre, seven days a week. Easy savings, flexible payment terms and certainty no matter what day you refill. With big brands spending heavily on promotion, the challenge was clear: how do you make new savings feel both seen and trusted without a giant budget behind it? The answer was not to try outspend them, but to spark memorability with one idea big enough to achieve national recognition.
Charm created Savings Man: a striped‑onesie, ten‑cent‑headed superhero who instantly dramatised Kora’s everyday saving. Funny, likeable and impossible to miss, he made the benefit click with audiences straight away. We put him at the centre of the campaign so everything felt part of the same world. Savings Man lived through playful films, sharp social posts, bold billboards, radio spots and even welcome packs complete with branded air fresheners. Wherever he appeared, he brought Kora consistency, energy and cut‑through.
Savings Man showed what a bold character can achieve in place of giant budgets. Using a single clear creative device to carry through every touchpoint, Kora became vibrant and memorable among fuel savings brands. Always ten cents cheaper and always wrapped in personality, Kora proved that being more charming, practical and consistent is power enough to mix proudly with heavy‑spending competitors.
COPYRIGHT © 2025
Turning Values into Bold Icons
Millennium Hotels approached Charm with an internal branding challenge. The project called for company values to be more than words — they had to be expressed visually in a way staff would feel connected to every day.
Charm created four bold icons drawn from the Millennium logo, each giving life to a value: Energy On as a power button, Truly Connected through interlocking circles, Go Further with an arrow, and Genuinely Care as a heart. Bright contemporary colours amplified impact and added a subtle nod to Aotearoa. We also named the staff portal Homebase, giving employees a daily hub where the values come together. Photography, AI visuals and typography built extra vibrancy, designed to stand apart from guest‑facing branding and feel owned by staff culture.
By giving visual form to the values, internal culture felt sharper and simpler. The look was distinctive, celebratory and in harmony with the brand identity cues we threaded back to the Millennium icon. Universally well received by stakeholders and staff, the work surpassed being just design style, it created ownership. For Millennium, values live supported by memorable symbols, and for Charm it proved bold creativity, precise thinking and cultural feel can make business philosophies a part of daily tools as portals and walls.