IDEA: New World, a New Zealand supermarket chain, recently established a national marketing team, replacing a regional model, and wanted new ads that would live up to the feeling of enchantment in the brand's name. "They wanted a contemporary campaign that made consumers take notice, re-evaluate the brand and love it," said Steve Cochran, executive creative director at Colenso BBDO in Auckland. The result is three 60-second spots—artful, energetic and fun—that position the chain almost as a lifestyle brand, with heartwarming, light-as-a-feather stories about life, not commerce. Food sustains life, after all, so the campaign is about the freshness of both, embodied by the tagline, "Every day a New World."